Strategic database marketing : the masterplan for starting and managing a profitable, custom-based marketing program / Arthur Middleton Hughes

Author	Hughes, Arthur Middleton
Title	Strategic database marketing : the masterplan for starting and managing a profitable, custom-based marketing program / Arthur Middleton Hughes
Imprint	New York : McGraw-Hill, c2000
Edition	2nd ed
Descript	viii, 439 p. : ill. ; 24 cm

CONTENT

Database marketing and the web -- Strategy development: Lifetime value-the criterion of strategy ; Designing a successful customer strategy ; Building profits with recency, frequency, and monetary analysis ; Building customer loyalty ; Using customer profiles in marketing strategy ; Finding customers through the web -- Profiting by experience: Retailing and packaged goods ; Financial services ; Why databases fail ; Database types that succeed ; Choosing business partners

SUBJECT

Database marketing -- Planning

LOCATION	CALL#	STATUS
Central Library (4th Floor)	658.84 H893S	CHECK SHELVES
Chula Business School Library	658.84 H893S 2000	CHECK SHELVES
Sasin Library	658.84 H893S 2000	CHECK SHELVES