The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database

by Arthur Middleton Hughes

Regardless of what you're selling, to market effectively today you need a marketing database that links you to your loyal customers who are eager to be the first to learn about your new offerings. You will need to be linked to active prospects whom you will transform into loyal customers. You will need to use the information in the database to understand your customers and to communicate with them one-on-one. And the way to do that is to build a marketing database and use it to establish and maintain profitable lifetime relationships with your customer. The Complete Database Marketer will show you how.
The Complete Database Marketer has been totally redrafted to bring it up to date with developments through 1995, including media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing for retail chains; lifetime value calculation; and marketing for banking, publishing, and business-to-business.

550 pages, Hardcover

First published May 1, 1991