01979nam a22003017a 4500 20121015114236.0 121015t xxu||||| |||| 00| 0 eng d ENG-106088 9781259029059 950.00 1259029050 950.00 EN-89621 DBAD/PUB DPL Eng 658.872 53047 Hughes ,Arthur Middleton Strategic database marketing / by Arthur Middleton Hughes 4th ed New Delhi Tata McGraw Hill 2012 7 West Patel Nagar New Delhi 110008 viii,598p. : 24cm(Hb) ill. Includes index Strategic database marketing and the Web: an overview -- "The vision thing" -- Lifetime value : The criterion of strategy -- Designing a successful customer strategy -- Building profits with recency, frequency, monetary analysis -- Communicating with customers -- Customer retention and loyalty -- Customer segmentation -- How predictive modeling boosts response -- Customer acquisition -- Strategy verification: testing and control groups -- Internet marketing -- Retailing and packaged goods -- Building retention and loyalty in business customers -- Financial services -- Why databases fail -- Database types that succeed -- Choosing business partners -- Database marketing and the internal struggle for power -- A farewell to the reader -- Appendix A. How to keep up with database marketing and commerce on the Web -- Appendix B. Answers to quiz questions -- Appendix C : glossary of terms used in strategic database marketing. Database marketing 53088 Planning. Management and Business Studies 53097 ddc EN 658.872 HUG 70923 70923 0 0 ddc 0 1 NFIC DBAD DBAD 2012-10-15 DBAD/PUB 950.00 0 658.872 HUG EN-89621 2012-10-15 00:00:00 1 950.00 2012-10-15 EN