| Edition |
3rd ed |
| Description |
437 p. : ill. ; 24 cm. |
| Note |
Includes index. |
| Contents |
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 --tegy 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. |
| Subject |
Database marketing -- Planning
|
| ISBN |
007145750X (hardcover : alk. paper) |
|
