His new book, strategic database marketing, third edition, contains the wisdom of twenty. Arthur has also authored several books includingstrategic database marketing 4 th edition mcgrawhill 2012. Sage books the ultimate social sciences digital library. Enabled by sophisticated information and communication systems, todays organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprisefrom branding and promotion campaigns to supply chain management to employee training to new. Arthur middleton hughes, vice president of the database marketing institute, has presented 28 seminars on database and email marketing. This book serves as more than a primer for any senior manager who needs to know the whole story. Shaoshin hung, lihua li, rongwang hsu, peijung tsai, the personalized recommendation with bundling strategy based on product consuming period, proceedings of the international conference on computational and information science 2009, p. Although many companies already use the internet in tandem with their databases to gather information about their customers, marketers are only now beginning to grasp the powerful potential of webfocused database marketing. Complete with a wealth of case histories that demonstrate database marketing in action, strategic database marketing is the book to lead todays marketers onto the highway to the future. The masterplan for starting and managing a profitable, customerbased marketing program 4 by hughes, arthur isbn. Here we define strategic marketing and explore some marketing degrees and careers.
Strategic management textbooks focus on anything from strategic planning to strategic marketing. Our telemarketing group is designed as a proactive targeted outbound telesales group which turns opportunities into business. The marketing function is often treated as a cost centerad hoc activities that dont provide meas urable results that can be tracked to the bottom line. Arthur middleton hughes is the author of strategic database marketing 3. Webfocused strategies for turning a companys customer list into its most powerful competitive advantage for more than a decade, strategic database marketing has been a popular and authoritative howto on database marketing, referred to every day by marketing practitioners around the world. Philip kotlers contributions to the field of marketing philip kotlers status as a major thought leader in marketing is widely recognized. A handbook for implementation was done by a logicon syscon corporation team under subcontract to k. Hung s, li l, hsu r and tsai p the personalized recommendation with bundling strategy based on product consuming period proceedings of the international conference on computational and information science 2009, 461469.
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Strategic database marketing 2005 edition open library. Service dominant logic, sustainability, ethics and. Strategic database marketing this book is in very good condition and will be shipped within 24 hours of ordering. This is the most approachable book i have ever read on the subject. It is an important, informative, and enjoyable read. That is why book marketing is the heartbeat of what we do. Arthur middleton hughes author of strategic database. In our poll asking about the most popular marketing model it is the second most popular, only beaten by the venerable swot. The masterplan for starting and managing a profitable, customerbased marketing program. Hsu r and tsai p the personalized recommendation with bundling strategy based on product consuming period proceedings of the international conference on computational and information science. The method of communication can be any addressable medium, as in direct marketing the distinction between direct and database marketing stems primarily from the attention paid to the. Ken magill, publisher, the magill report strategic database marketing is a must read. Strategic database marketing 1994 edition open library.
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Marketing books marketing and media have an immense impact on business success. The main principle of database marketing is that at least part of the communication organizations have with their consumers is direct. Strategic database marketing summary by arthur middleton. Everyday low prices and free delivery on eligible orders. If youre looking for a free download links of strategic database marketing 4e. Strategic database marketing 4e and millions of other books are available for amazon. It covers more than just the traditional marketing activities, and integrates strategic planning, financial planning and measurement. Kari regan, vice president, database marketing services, the readers digest association finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand.
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Strategic marketing is incorporated in many different marketing and business careers to help organizations make the most profit by understanding what the consumer wants. This book has clearly been well maintained and looked after thus far. Providing the most current marketing theories and strategies for 15 yearsnow updated to cover digital platforms so. The book they are describing, strategic database marketing, first emerged at the dawn of the internet age in 1994 and has continued to educate and inspire direct marketers ever since. Using a fourphase process that immerses a business in the customers world, the book shows why surveys and big data only go so far in marketing. Strategic marketing by andrew whalley ebooks directory. Sdr is an innovative market research company specializing in businesstobusiness call programs.
Building a foundation for your future 2 introduction this workbook is designed to help producers become more familiar with how to construct a strategic marketing management program for their business. First published in the early days of the web, arthur middleton hughess strategic database marketing remains a bible for direct marketers. Buy strategic database marketing by robert jackson, paul wang isbn. The most useful database marketing reference guide published today. Principles of marketing by jeff tanner, mary anne raymond flat world knowledge the book teaches the experience and process of actually doing marketing not just the vocabulary. The masterplan for starting and managing a profitable, customerbased marketing program, 4th edition book. Strategic database marketing database marketing institute. Most small to mediumsized businesses struggle with marketing. 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. Jun 15, 2018 open library is an open, editable library catalog, building towards a web page for every book ever published. Arthur middleton hughes database marketing institute. The masterplan for starting and managing a profitable, customerbased marketing program pdf, epub, docx and torrent then this site is not for you. From this simple principle has grown a whole new discipline. Free knowledge, concepts and ideas about marketing management and marketing strategy.
Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. See all 2 formats and editions hide other formats and editions. This e book defines our strategic marketing process that businesses can use to standardize their daily, monthly. Arthur hughes, who wrote the book on database marketing. Singh a, rumantir g, south a and bethwaite b clustering experiments on big transaction data for market segmentation proceedings of the 2014 international. Strategic database marketing explains what the database is and the best way it can empower entrepreneurs the abcs of database promoting the technology, its functions and capabilities statistical strategies for market segmentation and profitability analysis the essential place of database promoting in business progress. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage. The critical role of database marketing in business growth. Strategic database marketing is the only resource to. Home browse by title books strategic database marketing.
How to implement a profitdriven database marketing strategy. Books strategic database marketing by arthur middleton hughes. Strategic database marketing by arthur middleton hughes. Enter your mobile number or email address below and well send you a link to download the free kindle app. Then you can start reading kindle books on your smartphone, tablet, or computer no kindle. Inspiring strategy with deeper consumer insight helps marketers who want to dig deeper into understanding their customers brain. Just because you wrote a new book doesnt mean that your book is guaranteed to sell. Strategic marketing management lets businesses see the whole picture. We originally met each other in the summer of 1997 when we were approached by the direct marketing educational foundation dmef to develop a database marketing course. A must have for academics, marketing managers and business executives. Strategic database marketing objectively challenges the very way we go about using our data and where we should be going in the future.
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