TY  - BOOK
AU  -  Hughes ,Arthur Middleton
TI  - Strategic database marketing
SN  - 9781259029059
U1  - 658.872 
PY  - 2012///
CY  - New Delhi
PB  - Tata McGraw Hill 
KW  - Database marketing
KW  -  Planning
KW  - Management and Business Studies
N1  - 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
ER  -