Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program [Hardcover]

Arthur M. Hughes (Author)

Book Description

ISBN-10: 0071351825 | ISBN-13: 978-0071351829 | Publication Date: May 16, 2000 | Edition: 2

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.

Editorial Reviews

From the Back Cover

Internet-Focused Database Strategies to Concentrate on Your Best Customers - and Deliver What They Want!

In today's Web-wired, point and click world, your customers have been empowered. They scream for exactly what they want - and how, and when, and why, and where! Marketers who ask the right questions - and understand how to act on the answers - can take instant control of entire industries.

Strategies Database Marketing, Second Edition, is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your database. Thoroughly revised and updated from its best-selling, benchmark first edition, this time-honored volume brings you state-of-the-art research and case histories that reveal:

• Web-based techniques and tools to uncover your best customers and then build long-term, profitable relationships with them
• A universal method for determining customer lifetime value - and using it as a strategic focus
• Strategies for using frequency and monetary analysis to increase sales from existing customers

In a world of competition, the most profitable customer is the one you already have. Discover how to learn each of your customer's likes and dislikes and use those hot buttons to build loyalty, sales, and profits with Strategic Database Marketing.

About the Author

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The International Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

Product Details

• Hardcover: 400 pages
• Publisher: McGraw-Hill; 2 edition (May 16, 2000)
• Language: English
• ISBN-10: 0071351825
• ISBN-13: 978-0071351829
• Product Dimensions: 9 x 6.2 x 1.2 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.9 out of 5 stars  See all reviews (19 customer reviews)
• Amazon Best Sellers Rank: #733,992 in Books (See Top 100 in Books)
  • #29 in Books > Computers & Technology > Databases > Beginning & Introductory

Customer Reviews

Most Helpful Customer Reviews

16 of 18 people found the following review helpful:

5.0 out of 5 stars The absolute best in database marketing, April 4, 2001

By 

E. Sander (Uden Netherlands) - See all my reviews
(REAL NAME)   

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program (Hardcover)

One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there's an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.

Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !

13 of 15 people found the following review helpful:

5.0 out of 5 stars The best intro to database marketing, December 14, 1999

By 

[e-mail] (Menlo Park, CA) - See all my reviews

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program (Hardcover)

I have also read 4 books on database marketing and this one is the best. It is practical and clear. I also recommend Hugh's website at www.dbmarketing.com.

7 of 7 people found the following review helpful:

3.0 out of 5 stars Useful content, but not well written, July 31, 2007

By 

Rene Classen - See all my reviews
(REAL NAME)   

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program (Hardcover)

For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.

It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.

Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer.