Database Marketing: Strategies and Cases (Second Edition)

Author: Arthur M. Hughes (USA)
Publisher:
Publish Date: 2004-04-01
Features: In a competitive world, profitable customers are actually the ones you already have. How to discover each customer's preferences and build customer loyalty based on them, increase sales, and ultimately improve corporate profits? Reading this book will give you enlightenment. Key features of the book:
· Based on web technologies and tools, leverage these technologies and tools to identify your best customers—and build long-term, profitable relationships with them.
· A universal method for calculating customer lifetime value—use customer lifetime value as the core of marketing strategy development.
· Strategic analysis using recent purchase history, purchase frequency, and spending amounts to increase sales from existing customers.
Database Marketing Focused on the Internet: Focus on your best customers and deliver the products and services they need! Reading this book will help you understand:
· Why database marketing fails, and what lessons you can learn from the mistakes of other companies.
· Basic concepts of customer lifetime value and how to apply it in marketing planning.
· How to integrate database marketing with the web, communicate efficiently with customers through websites, and create profits for the company.
· How to build and cultivate customer loyalty and measure customer loyalty.
· How to retain customers and build loyalty in industrial database marketing. Traditional marketing often resembles stumbling in the dark—designing a product and then trying to sell it. But database marketing shifts the focus from products to customers. With database marketing, marketers can understand customer needs—through their own language and actions—and significantly improve the cost-effectiveness and efficiency of marketing plans.