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Strategic database marketing : the masterplan for starting and managing a profitable, customer-based marketing program / Arthur Middleton Hughes.
Publication details: New York : McGraw-Hill, c2000.Edition: 2nd edDescription: viii, 439 p. : ill. ; 24 cmISBN:- 0071351825 :
- Strategic data base marketing
- HF5415.126 .H843 2000
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.126 .H843 2000 (Browse shelf(Opens below)) | Available | 628511 |
Includes index.
"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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