Hughes ,Arthur Middleton creator text xxu New Delhi Tata McGraw Hill 2012 4th ed monographic eng

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viii,598p. : 24cm(Hb) ill. 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. by Arthur Middleton Hughes Includes index Database marketing Planning Management and Business Studies 658.872 9781259029059 1259029050 ENG-106088 DBAD/PUB DPL 121015 20121015114236.0 Eng