The Complete Database Marketer
by Arthur Middleton Hughes
Chicago: McGraw Hill Glossary Revised Edition, 1996. 600 pp.
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This comprehensive book covers such subjects as how to build customer loyalty,
lifetime value calculations, RFM analysis, customer service, telemarketing, fulfillment,
hardware and software, clustering and profiling, prospecting, and media selection.
John Stevenson Exec. VP of Krupp Taylor:
"Not only does this book succeed in being clear and accessible, it is also the first
complete treatise... " A must in your database marketing library.
