by Arthur M. Hughes · McGraw-Hill Publishing Co. · tapa dura · ISBN 9780071351829
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«Strategic Database Marketing» is the database marketing manual by Arthur M. Hughes, published by McGraw-Hill in hardcover (400 pages, in English).
The work approaches database marketing from the customer's perspective rather than the seller's. The second edition details the calculation of RFM (recency, frequency and monetary value) and reviews tools such as the Internet, loyalty programs and personalized marketing to launch profitable customer-centric campaigns.
The book falls within the categories of business, economics and direct marketing; this second edition was published in 2000.
For professionals and academics in the business field interested in marketing, economics and customer management.
