Includes bibliographical references (p. 405-407) and index.
Contents:
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.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.