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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program
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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

3.86 of 5 stars 3.86  ·  rating details  ·  22 ratings  ·  3 reviews
"Strategic Database Marketing" is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently devel ...more
Hardcover, 400 pages
Published May 16th 2000 by McGraw-Hill Companies (first published 1999)
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Mathew Lui
This book is extremely useful. Arthur Middleton Hughes has written the book in a way that is very approachable to a students. In terms of an explaining how to do a customer life-time value, this book provides an excellent breakdown and many has examples for a variety of industries.

I borrowed this book so many time from the library, I will have to pick-up the most current edition when possible.
Kam Wa Tang
Basically the same material as Successful Email Marketing Strategies by the same author. Not sure which book came first.
Linda Holway
time consuming, had to keep reading and cross referencing
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