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Name: Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program. 2nd ed.
Author: Hughes, Arthur M.
ISBN: 978-0-07-135182-9

Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program. 2nd ed.

・ISBN 978-0-07-135182-9 cloth

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著者・編者	Hughes, Arthur M.,
出版社	(McGraw-Hill, US)
出版年月	2000
ページ数	400 pp.
言語	ENG
ニュース番号	＜460-568＞

解説

"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.