Strategic database marketing
Arthur Middleton Hughes
| Year of publication: |
c2005 ; 3rd ed
|
|---|---|
| Authors: | Hughes, Arthur Middleton |
| Publisher: |
New York [u.a.] : McGraw-Hill |
| Subject: | IT-gestütztes Marketing | Computer-assisted marketing | Datenbank | Database | Marketingmanagement | Marketing management |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | VIII, 437 S graph. Darst |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | 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 segmentation -- How predictive modeling boosts response -- Customer acquisition -- Strategy verification: testing and control groups -- Internet marketing -- Retailing and database marketing -- 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 -- Glossary of terms used in strategic database marketing -- Appendix A. How to keep up with database marketing and commerce on the Web -- Appendix B. Answers to quiz questions 0508 |
| ISBN: | 0-07-145750-X |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10002641802