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

by Arthur M. Hughes (Author) "I've got it!" David announced excitedly..." (more)
Key Phrases: breakeven index, lifetime value table, customer marketing database, Sears Canada, Executive Quiz, American Express (more...)

Editorial Reviews

Product Description
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.

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.

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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: 9.1 x 5.9 x 1.2 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.9 out of 5 stars See all reviews (18 customer reviews)
• Amazon.com Sales Rank: #329,427 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #56 in	Books > Business & Investing > Marketing & Sales > Marketing > Direct
  #74 in	Books > Computers & Internet > Databases > Beginning & Introductory

Customer Reviews

Most Helpful Customer Reviews

17 of 19 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)

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 !

10 of 11 people found the following review helpful:

5.0 out of 5 stars Exceptional Coverage of Important Marketing Concepts, August 15, 2003

By	R. Pinna "Bob Pinna" (http://www.marketvoyce.com) - See all my reviews (REAL NAME)

Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.

In particular, Hughes explains:

* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.

Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.

11 of 13 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.