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, Strate...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill
[2012]
|
| Edición: | Fourth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628970706719 |
Tabla de Contenidos:
- Cover
- 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.
