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Strategic Database Marketing 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.
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