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Strategic Database Marketing the Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

by Arthur Middleton Hughes

  • ISBN: 9780071351829
  • ISBN10: 0071351825

Strategic Database Marketing the Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

by Arthur Middleton Hughes

  • List Price: $39.95
  • Binding: Hardcover
  • Edition: 2
  • Publisher: McGraw-Hill
  • Publish date: 07/01/2000
  • ISBN: 9780071351829
  • ISBN10: 0071351825
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Description: Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.
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This book is clean of marking and has very light signs of use. May have inscription. Stock photo may be different from actual cover.
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Hardcover The item is fairly worn but still readable. Signs of wear include
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