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Strategic database marketing /
Providing the most current marketing theories and strategies for 15 years--now updated to cover digital platforms so you can expand your reach even further! Retaining all the advice, tips, tactics, and strategies that has made it the go-to resource for marketers who take their craft seriously, Strat...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill,
©2012.
|
| Edición: | 4th ed. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover Page
- Strategic Database Marketing
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- 1 How Database Marketing Has Changed
- 2 The "Vision Thing"
- 3 Lifetime Value: The Way to Measure Marketing Programs
- 4 Customer and Subscriber Acquisition
- 5 Building Profits with Recency, Frequency, and Monetary Analysis
- 6 From Catalogs to Amazon
- 7 Loyalty and Retention
- 8 Making Each Communication an Adventure
- 9 Listening to Customers
- 10 Customer Segmentation
- 11 Transactions, Triggers, and Web Sites
- 12 Campaign Performance Measurement
- 13 Analytics and Modeling
- 14 Testing and Control Groups
- 15 Social and Mobile Marketing
- 16 How Often Should You Communicate?
- 17 Building Retail Store Traffic
- 18 Financial Services
- 19 Business-to-Business Database Marketing
- 20 Why Databases Fail
- 21 Outsourcing
- 22 The Future of Database Marketing
- 23 A Farewell to the Reader
- Glossary
- Index
- Footnotes
- Chapter 7
- Chapter 8
- Chapter 11
- Chapter 14
- Chapter 16
- Chapter 17