Strategic Database Marketing

Web-focused strategies for turninga company's customer list into itsmost powerful competitiveadvantageFor more than a decade, "Strategic DatabaseMarketing" has been a popular and authoritativehow-to on database marketing, referred to everyday by marketing practitioners around the world.Featuring dozens of innovative, workable strategies, it has shown marketers how to profitablymanage customer relationships, retain loyalty, increase the incremental profits from each customerin the database, and more.Fast-changing tools and technologies requireauthor and database marketing pioneer ArthurHughes to update the book's data andtechniques. This substantially revised third editionfeatures: A completely new chapter on modeling andappended data New details on fast-changing Web technologiesand marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databases, oneof marketing's newest and most promisinginnovations