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Strategic Database Marketing

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.

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About Arthur

Arthur Middleton Hughes has published over 200 articles on Database and E-mail Marketing. Click Here to read them.

Featured Books



Strategic Database Marketing 4th Edition: from Arthur Hughes.

To take the quizes from this book click here.



Successful E-mail Marketing Strategies: from Hunting to Farming (RACOM 2009) by Arthur Middleton Hughes and Arthur Sweetser.

This new book takes readers through a step by step approach to implementing database marketing essentials to improve e-mails marketing returns intelligently. This is the book that the trade press has been raving about.

The two Arthurs make it easy to see the difference between primitive “Hunting” and customer-centric “Farming”. This is a game-changing attitudinal shift. If you want your e-mail marketing to succeed, learn how to farm.—Stephanie Miller, VP Return Path Click here to download free the exhibits from this new book.

Strategic Database Marketing: from Arthur Hughes.





Customer Churn Reduction and Retention for Telecoms: Models for All Marketers: from Arthur Middleton Hughes.

Arthur Middleton Hughes has just published a new book of Marketing Strategy for Telecoms including Landline and Wireless Telcos, Cable TV, Satellite TV, BPL, IPTV, VoIP and WiMAX.

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