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

Arthur Hughes (Author)
4.7 out of 5 stars  See all reviews (3 customer reviews)
Price: CDN$ 68.95 & this item ships for FREE with Super Saver Shipping. Details
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Product Description

Book Description

The Complete Database Marketer is totally redrafted to bring it up to date with developments through 1995. Specific updates include: 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 in retail chains.

About the Author

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

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Customer Reviews

3 Reviews
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4 star:
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Average Customer Review
4.7 out of 5 stars (3 customer reviews)
 
 
 
 
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4.0 out of 5 stars Best ever guide to Database Marketing !, Nov 20 2000
By 
E. Sander (Uden Netherlands) - See all my reviews
(REAL NAME)   
This review is from: The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database (Hardcover)
Hughes is a well-known person in the world of Database Marketing. I have read many books and attended many courses on the subject of this marketing technique, but none of them even comes close to this excellent publication. In an easy-to-read and fascinating writing style Hughes guides the reader along all aspects of DBM; building relationships with your best customers, identifying and converting prospects using DBM for media selections, RFM and Lifetime Value analyses and much more. The book is full of real life examples and hints and tips. Every chapter closes with a summary of the most important learnings. The only part of the book which is slightly out of date is the section about the technology; too much has changed since this last edition of 1995. Also, a closer look at the possibilities the Internet has to offer is missing. Time for an updated version Arthur ?
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5.0 out of 5 stars Comprehensive Guide..., Nov 7 1998
This review is from: The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database (Hardcover)
Hughes provides database marketers with a comprehensive guide, that can be used for all aspects of planning and implementation!
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5.0 out of 5 stars Very Thorough, Sep 27 1997
By 
David F. Cameron (Palatine, IL) - See all my reviews
(REAL NAME)   
This review is from: The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database (Hardcover)
Thorough introduction to how to use database marketing to create a relationship between buyer & seller. The book gives plenty of real-life examples, illustrating the right way and the wrong way to approach relationship marketing with a database. An excellent introduction.
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