The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database Arthur Hughes

Name: The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database By Arthur Hughes
SKU: 9781557388933
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The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database by Arthur Hughes

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Summary

Presents information on database marketing and includes topics such as media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; and measured marketing in retail chains.

The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database Summary

The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database by Arthur Hughes

The Complete Database Marketer is totally redrafted to bring it up to date with developments through 1995. Specific updates in this work include: media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing in retail chains.

About Arthur Hughes

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

Additional information

Sku

GOR006854693

ISBN 13

9781557388933

ISBN 10

1557388938

Title

The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database by Arthur Hughes

Author

Arthur Hughes

Condition

Used - Good

Binding type

Hardback

Publisher

McGraw-Hill Education - Europe

Year published

19950907

Number of pages

550

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us