Strategic Database Marketing
by Arthur Middleton Hughes

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This marketing classic contains a comprehensive description of each of the 24 techniques used in database marketing. Any marketer reading this book will not only learn what database marketing is, but how to do each of the twenty four marketing methods. These include LTV, RFM, Modeling, Customer Communications, Tests and Controls, Loyalty Building, Electronic Marketing, Next Best Product, Penetration Analysis, Profitability, Customer Segmentation, and Status Levels. The book is filled with detailed Excel charts that illustrate each technique and case studies from a wide variety of industries. The book is used as a text in more than thirty universities world wide, as well as being essential reading for marketing professionals everywhere.

Arthur Middleton Hughes is Vice President of The Database Marketing Institute. Ltd. (Arthur.hughes@dbmarketing.com) which provides strategic advice on relationship marketing. Arthur is also Senior Strategist at e-Dialog.com (ahughes@e-Dialog.com) which provides precision e-mail marketing services for major corporations worldwide. Arthur is the author of Strategic Database Marketing 3rd ed. (McGraw Hill 2006). You may reach Arthur at (954) 767-4558.

The posts on this web site are available to the general public to read, enjoy and for limited business use. If you want to reprint more than one or two of them for resale or use in a business or educational environment, send an email to Arthur Hughes at arthur.hughes@dbmarketing.com. He will give you permission by return email. The cost, depending on the number of copies you want to reprint, is very inexpensive.

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