Part 1: Database marketing and the Web -- Strategic database marketing and the web: an overview -- The vision thing -- Part 2: Marketing strategy development -- Lifetime value : the criterion of strategy -- Designing a successful customer strategy -- Building profits with recency, frequency, monetary analysis -- Communicating with customers -- Customer retention and loyalty -- Customer segmentation -- How predictive modeling boosts response -- Customer acquisition -- Strategy verification : testing and control groups -- Internet marketing -- Part 3: Profiting by experience -- Retailing and packaged goods -- building retention and loyalty in business customers -- Financial services -- Why databases fail -- Database types that succeed -- Choosing business partners -- Database marketing and the internal struggle for power -- A farewell to the reader

1. Database marketing -- Planning