by Arthur M. Hughes · Probus Pub Co · tapa dura · ISBN 9781557385512
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«Strategic Database Marketing» is Arthur M. Hughes's guide to database marketing, published by Probus Pub Co in hardcover (300 pages, in English).
Guide to designing and customizing a database marketing program: interpreting data, improving service and customer response, setting realistic objectives, lead generation, team building, and estimating revenues and costs. Includes examples of successes and failures and methods for testing strategies before investing.
The full title adds the subtitle «The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program»; first edition 1994.
Aimed at marketing professionals, customer database managers, and business students.
