ATRATEGIC DATABASE MARKETING

Web-focused strategies for turninga company’s customer list into itsmost powerful competitiveadvantage

For more than a decade, Strategic DatabaseMarketing has been a popular and authoritativehow-to on database marketing, referred to everyday by marketing practitioners around the world.Featuring dozens of innovative, workable strategies,it has shown marketers how to profitablymanage customer relationships, retain loyalty,increase the incremental profits from each customerin the database, and more.

Fast-changing tools and technologies requireauthor and database marketing pioneer ArthurHughes to update the book’s data andtechniques. This substantially revised third editionfeatures:

• A completely new chapter on modeling andappended data
• New details on fast-changing Web technologiesand marketing
• Updated material on prospecting, warehousing,and filtering
• In-depth discussion of prospect databases, oneof marketing’s newest and most promisinginnovations

Arthur Middleton Hughes is one of the acknowledged pioneers in database marketing with more than twenty five years of experience designing and building marketing databases for such companies as Compaq, Western Union, Nestle, US West, BMW, and Universal Music. Hughes is the vice president/solutions architect of KnowledgeBase Marketing, a subsidiary of Young & Rubicam. Along with frequent articles in leading industry publications, he wrote The Complete Database Marketer and The Customer Loyalty Solution. Hughes is a popular speaker at marketing and economics conferences throughout the world. He and his wife Helena live in Fort Lauderdale Florida, where he can be reached at Arthur.hughes@kbm1.com.