TY  - BOOK
AU  - Hughes,Arthur Middleton
TI  - Strategic database marketing: the masterplan for starting and managing a profitable, customer-based marketing program 
SN  - 0071351825 :
AV  - HF5415.126 .H843 2000
PY  - 2000///
CY  - New York
PB  - McGraw-Hill
KW  - Database marketing
KW  - Planning
N1  - Includes index
N2  - "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
ER  -