Use the latest digital technologies for lifelong customers and repeat sales
“Arthur Middleton Hughes is database marketing’s Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. This is the most approachable book I have ever read on the subject.”
—Ken Magill, Publisher, The Magill Report
“Strategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthur’s information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.”
—David Horwedel, eCRM Program Manager, Dell
“Arthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in today’s ever-changing environment.”
—Vicki Updike, President, Miles Kimball Company
“Strategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read.”
—Matt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International
“Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthur’s insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that today’s consumers demand.”
—Angela Sanchez, Sr. Director of Marketing, Universal Music Group
“Arthur Hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchase-even before they know they want to buy it.”
—Kathryn Kiritsis, Director Online Marketing, Avis Budget Group
“Read this book if you are looking to make sense of the complexities of database marketing in the digital world. Mr. Hughes has produced a tour de force.”
—Steve Cobden, CMO, Thompson & Company of Tampa, Inc.
“I have learned so much from Arthur Hughes over the years! This book is no exception. He continues not only to address theory, but also offer practical, measurable application.”
—Sue Coakley, Sr. Director, Customer Contact Strategy, Yahoo!
About the Book:
Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities—and this thoroughly updated new edition has everything you need to seize them all.
Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.
Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including:
All quizzes, forms, strategies, charts, and graphs are available online for instant reference and downloads. The book also enables you to calculate the lifetime value of your subscribers and customers and sample online databases to quantify your efforts.
The personal customer information stored in your company’s database files provides you with a unique and valuable competitive advantage. But are you using that information productively? Is your data difficult if not impossible for frontline employees to access when needed?
Strategic Database Marketing, Fourth Edition, is a one-stop resource for making the best possible use of database marketing to meet your strategic goals while keeping up with the changing nature of the market.From the Publisher:
Providing the most current marketing theories and strategies for 15 years--now updated to cover digital platforms so you can expand your reach even further! Retaining all the advice, tips, tactics, and strategies that has made it the go-to resource for marketers who take their craft seriously, Strategic Database Marketing now shows how to use marketing metrics, measure them, and predict the most profitable courses of action on Google, e-mail, smart phones, social media, and other websites. Arthur M. Hughes, founder and Vice President of The Database Marketing Institute, Ltd, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 30 years.
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Descripción Paperback. Estado de conservación: New. New Softcover International Edition, Printed in Black and White, Only USPS Media mail Shipping ONLY, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Nº de ref. de la librería 19472
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Descripción McGraw-Hill Education 2012-01-10, 2012. Hardcover. Estado de conservación: New. 0071773487 BRAND NEW. Over 1,000,000 satisfied customers since 1997! We ship daily M-F. Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders. Nº de ref. de la librería Z0071773487ZN
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Descripción McGraw-Hill, 2012. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Providing marketing professionals with the most current theories, strategies, and practical advice for 15 years now fully updated and revised to include digital platforms to expand outreach further than ever. Nº de ref. de la librería ABE_book_new_0071773487
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Descripción 2011. Soft cover. Estado de conservación: New. This book is BRAND NEW Soft cover International edition with black and white printing. ISBN number & cover page may be different but contents identical to the US edition word by word. Book is in English language. Nº de ref. de la librería UN-TM-IN-503
Descripción McGraw-Hill, 2012. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0071773487
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Descripción McGraw-Hill Education - Europe. Hardback. Estado de conservación: new. BRAND NEW, Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program (4th Revised edition), Arthur Middleton Hughes, Providing the most current marketing theories and strategies for 15 years--now updated to cover digital platforms so you can expand your reach even further! Retaining all the advice, tips, tactics, and strategies that has made it the go-to resource for marketers who take their craft seriously, Strategic Database Marketing now shows how to use marketing metrics, measure them, and predict the most profitable courses of action on Google, e-mail, smart phones, social media, and other websites. Arthur M. Hughes, founder and Vice President of The Database Marketing Institute, Ltd, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 30 years. Nº de ref. de la librería B9780071773485