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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program Hardcover – May 16, 2000

ISBN-13: 978-0071351829 ISBN-10: 0071351825 Edition: 2nd

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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.

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Product Details

  • Hardcover: 400 pages
  • Publisher: McGraw-Hill; 2 edition (May 16, 2000)
  • Language: English
  • ISBN-10: 0071351825
  • ISBN-13: 978-0071351829
  • Product Dimensions: 6.3 x 1.1 x 9.1 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: #2,904,681 in Books (See Top 100 in Books)

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Customer Reviews

4.9 out of 5 stars
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See all 19 customer reviews
Strategic Database Marketing is one of the most practical business books I have ever read.
Serge Van Steenkiste
The author explains concepts very clearly, and gives fairly specific info on how to implement, without being technical in terms of IT.
Airborne Scientific
Arthur Hughes introduces the reader to such key database marketing concepts as Lifetime Value, ROI, RFM Analysis and Profitability.
Serge J. Van Steenkiste

Most Helpful Customer Reviews

17 of 19 people found the following review helpful By E. Sander on April 4, 2001
Format: Hardcover Verified Purchase
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 !
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13 of 15 people found the following review helpful By marjie@investools.com on December 14, 1999
Format: 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 [...]
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9 of 10 people found the following review helpful By Serge J. Van Steenkiste on June 16, 2000
Format: Hardcover
Strategic Database Marketing is one of the most practical business books I have ever read. Arthur Hughes introduces the reader to such key database marketing concepts as Lifetime Value, ROI, RFM Analysis and Profitability. The author illustrates each concept with success stories, costly failures, and last but not least...numerical examples. This allows the reader to get a practical, actionable understanding of those concepts. Furthermore, Arthur Hughes empowers the reader by giving her the opportunity to test her understanding of the material. He does this by offering an "Executive Quiz" at the end of each chapter. To summarize, Strategic Database Marketing has effectively proven how to gain the most from your customer base, while satisfying their wants and needs.
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9 of 10 people found the following review helpful By svensson@sdm.se on June 25, 1998
Format: Hardcover
For me, to find this book was like finding a gold mine. I felt quite frustrated when I discovered that lots of people talk about database marketing but I couldn't get the information how to get started. It seems like people working with database marketing aren't eager to share their knowledge. Or they just can't explain in an understandable way how it works or they don't know how (even if they say they do). This book tells you why, how, when, where to succed in database marketing - truly a bible for the believers. It's easy to understand for everyone without knowledge nor experience in database marketing. But it's also a book for the proffessionals in this field. I bet everyone will get helpful hints from the author and it's well invested money to buy it.
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9 of 10 people found the following review helpful By Jason Weaver on March 7, 2001
Format: Hardcover
I have only been in the direct/database marketing field for a relatively brief time. However, I have already read many recent and highly acclaimed books on the two subjects. Although I rate these books from fair to excellent, none of them compares to this outstanding guide and reference by Mr. Hughes. The coverage of RFM, Recency, Frequency, and Monetary, and LTV, lifetime value, analyses are undoubtedly the best I have read in any magazine or book, with the exception of Mr. Hughes's other writings.

I would highly recommend this book to any direct/database marketing professional. I can't wait for the next edition.
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8 of 9 people found the following review helpful By Rene Classen on July 31, 2007
Format: 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.
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