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Strategic Database Marketing | 
 enlarge | Author: Arthur Middleton Hughes
Publisher: McGraw-Hill
Category: Book
List Price: $49.95
Buy New: $24.74
You Save: $25.21 (50%)
New (23) Used (21) from $14.92
Rating:  17 reviews
Sales Rank: 102345
Media: Hardcover
Edition: 3
Pages: 388
Number Of Items: 1
Shipping Weight (lbs): 1.7
Dimensions (in): 9 x 5.9 x 1.6
ISBN: 007145750X
Dewey Decimal Number: 658.872
EAN: 9780071457507
ASIN: 007145750X
Publication Date: August 26, 2005
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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Product Description
Web-focused strategies for turning a company’s customer list into its most powerful competitive advantage For more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more. Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book’s data and techniques. This substantially revised third edition features: - A completely new chapter on modeling and appended data
- New details on fast-changing Web technologies and marketing
- Updated material on prospecting, warehousing, and filtering
- In-depth discussion of prospect databases, one of marketing’s newest and most promising innovations
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| Customer Reviews: Read 12 more reviews...
Excellent how to and reference November 10, 2008
Airborne Scientific (Kansas City, KS)
I am halfway through strategic database marketing, and so far it is quite excellent. The author explains concepts very clearly, and gives fairly specific info on how to implement, without being technical in terms of IT.
Database Guru February 9, 2008
N. Potvin (Phoenix, AZ)
0 out of 1 found this review helpful
Arthur Hughes is a database guru. This books teaches you how to start and develop a customer database and how to use is it as your most powerful marketing tool. The author is world-renowned and has created concepts such as "lifetime value" which is essential to any business owner. This book is the database marketing bible.
 Useful content, but not well written August 1, 2007
Rene Classen
4 out of 4 found this review helpful
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.
Practical & technical enough for instant application January 22, 2006
Ng Hon Ming (Hong Kong)
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far.
Fantastic Updated 3rd Edition October 23, 2005
Rodolphe Boulanger (New York, NY USA)
3 out of 4 found this review helpful
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it.
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