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02042pam a22003134a 4500 001 58BEECB82B0B11DE9A033608A8D7520A 005 20140918011050 008 050308s2006 nyua b 001 0 eng 010 $a 2005006389 020 $a 9780071457507 (hardcover : alk. paper) 020 $a 007145750X (hardcover : alk. paper) 035 $a (OCoLC)58456588 040 $a DLC $c DLC $d SILO $d BAKER $d IWA $d SILO 050 00 $a HF5415.126 $b .H843 2006 082 00 $a 658.8/72 $2 22 100 1 $a Hughes, Arthur Middleton. 245 1 $a Strategic database marketing / $c Arthur Middleton Hughes. 250 $a 3rd ed. 260 $a New York : $b McGraw-Hill, $c c2006. 300 $a viii, 437 p. : $b ill. ; $c 24 cm. 504 $a Includes bibliographical references (p. 405-407) and index. 505 0 $a Strategic database marketing and the Web: an overview -- "The vision thing" -- Lifetime value--the criterion of strategy -- Designing a successful customer strategy -- Building profits with recency, frequency, monetary analysis -- Communicating with customers -- Customer retention and loyalty -- Customer segmentation -- How predictive modeling boosts response -- Customer acquisition -- Strategy verification: testing and control groups -- Internet marketing -- Retailing and packaged goods -- Building retention and loyalty in business customers -- Financial services -- Why databases fail -- Database types that succeed -- Choosing business partners -- Database marketing and the internal struggle for power -- A farewell to the reader -- Appendix A. How to keep up with database marketing and commerce on the Web -- Appendix B. Answers to quiz questions -- Appendix C. Glossary of terms used in strategic database marketing. 650 0 $a Database marketing $x Planning. 856 41 $3 Table of contents $u http://www.loc.gov/catdir/toc/ecip059/2005006389.html 939 $a 5556689 941 $a 1 952 $l USUX851 $d 20160823052328.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=58BEECB82B0B11DE9A033608A8D7520A 994 $a 02 $b IWAInitiate Another SILO Locator Search