getAbstract rating
Overall  |
|
(8)Applicability |
|
Innovation |
|
Style |
|
| Level of Expertise |
|
(9)
(7)
(4)In this summary you will learn
- How to use your firm’s database to boost sales
- How to gather, analyze and interpret raw data
- How to use data to develop sales programs designed to foster customer loyalty
- How to combine new Web technologies with your database marketing strategies
- How to test your programs and measure the results
Why you should read Strategic Database Marketing
Can you have too much information? Only if you don’t know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to grasp the powerful potential of Web-focused database marketing. Arthur M. Hughes is a pioneer in the field and his book is an essential database marketing resource. It clearly shows companies large and small how to use their databases to build relationships with their customers, and convert them into lifelong users of their products or services. It is necessarily technical at times, so a background in business is helpful in understanding all of the content. Yet, if the economics of database marketing make sense for your product or service – and Hughes will tell you if they do or not – getAbstract predicts that you will rely upon this book as a welcome guide.
About the author
Arthur M. Hughes is a pioneer in database marketing. His past clients include Compaq, Nestlé, US West, BMW and Universal Music. He is Executive Vice President of a database marketing company, ACS, Inc., and an economics professor at the University of Maryland.
Your opinion
Be the first to write a review for this title: Click Share your opinion above. Sign in to share your opinion
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of Strategic Database Marketing any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!