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Strategic Database Marketing
by Arthur M. Hughes · McGraw-Hill Publishing Co. · tapa dura · 400 pages
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Pages: 400 pagesAuthor: Arthur M. HughesPublisher: McGraw-Hill Publishing Co.Format: tapa duraLanguage: enRelease date: 16/5/2000ISBN: ISBN 9780071351829
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Synopsis of Strategic Database Marketing
Este libro, 'Strategic Database Marketing', es una guía completa para entender y aplicar el marketing de bases de datos desde la perspectiva del cliente. En su segunda edición, el autor, Arthur M. Hughes, explica cómo calcular el RFM (Alcance, Frecuencia, Monetario) y cubre herramientas y recursos recientemente desarrollados, como Internet y los programas de fidelización. El libro está dirigido a profesionales y académicos del ámbito empresarial y económico, y ofrece estrategias para gestionar programas de marketing rentables y centrados en el cliente.
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