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Strategic database marketing : the masterplan for starting and managing a profitable, custom-based marketing program / Arthur Middleton Hughes

Main Author Hughes, Arthur Middleton Edition 4th ed Publication New York : McGraw-Hill, cop. 2012 Description VIII, 598 p. ; 24 cm ISBN 9780071773485 Abstract Acknowledgments 1 How Database Marketing Has Changed 2 The “Vision Thing” 3 Lifetime Value: The Way to Measure Marketing Programs 4 Customer and Subscriber Acquisition 5 Building Profits with Recency, Frequency, and Monetary Analysis 6 From Catalogs to Amazon 7 Loyalty and Retention 8 Making Each Communication an Adventure 9 Listening to Customers 10 Customer Segmentation 11 Transactions, Triggers, and Web Sites 12 Campaign Performance Measurement 13 Analytics and Modeling 14 Testing and Control Groups 15 Social and Mobile Marketing 16 How Often Should You Communicate? 17 Building Retail Store Traffic 18 Financial Services 19 Business-to-Business Database Marketing 20 Why Databases Fail 21 Outsourcing 22 The Future of Database Marketing 23 A Farewell to the Reader Glossary Index Topical name Marketing - Séc. 21
Marketing - Bases de dados
Marketing digital CDU 658.8
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8:004.73 HUG Available IA14354
Total holds: 0

New strategies for e-mail marketing, mobile marketing, interactive marketing, social media marketing

Acknowledgments
1 How Database Marketing Has Changed
2 The “Vision Thing”
3 Lifetime Value: The Way to Measure Marketing Programs
4 Customer and Subscriber Acquisition
5 Building Profits with Recency, Frequency, and Monetary Analysis
6 From Catalogs to Amazon
7 Loyalty and Retention
8 Making Each Communication an Adventure
9 Listening to Customers
10 Customer Segmentation
11 Transactions, Triggers, and Web Sites
12 Campaign Performance Measurement
13 Analytics and Modeling
14 Testing and Control Groups
15 Social and Mobile Marketing
16 How Often Should You Communicate?
17 Building Retail Store Traffic
18 Financial Services
19 Business-to-Business Database Marketing
20 Why Databases Fail
21 Outsourcing
22 The Future of Database Marketing
23 A Farewell to the Reader
Glossary
Index

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