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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

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by Arthur M. Hughes


Editorial Reviews
Book Info
Packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your database. Web-based techniques and tools and strategies for increasing sales from existing customers. DLC: Database marketing--Planning.

Product Description:

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.




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