Strategic database marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
c2012
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 598 S. Ill., graph. Darst. |
| ISBN: | 9780071773485 0071773487 |
Internformat
MARC
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| 300 | |a VIII, 598 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804148806510444544 |
|---|---|
| adam_text | Titel: Strategic database marketing
Autor: Hughes, Arthur M.
Jahr: 2012
Contents
Acknowledgments vii
1 How Database Marketing Has Changed 1
2 The Vision Thing 13
3 Lifetime Value: The Way to Measure
Marketing Programs 33
4 Customer and Subscriber Acquisition 69
5 Building Profits with Recency, Frequency, and
Monetary Analysis 101
6 From Catalogs to Amazon 129
7 Loyalty and Retention 149
8 Making Each Communication an Adventure 175
9 Listening to Customers 197
10 Customer Segmentation 221
11 Transactions, Triggers, and Web Sites 251
12 Campaign Performance Measurement 281
13 Analytics and Modeling 307
14 Testing and Control Groups 341
15 Social and Mobile Marketing 369
16 How Often Should You Communicate? 393
17 Building Retail Store Traffic 413
18 Financial Services 439
19 Business-to-Business Database Marketing 471
20 Why Databases Fail 497
21 Outsourcing 517
22 The Future of Database Marketing 539
23 A Farewell to the Reader 553
Glossary 557
Index 577
|
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| dewey-full | 658.8/72 |
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| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
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| id | DE-604.BV039866575 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:12:59Z |
| institution | BVB |
| isbn | 9780071773485 0071773487 |
| language | English |
| lccn | 2011036390 |
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| physical | VIII, 598 S. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
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| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Hughes, Arthur Middleton Verfasser aut Strategic database marketing Arthur M. Hughes 4. ed. New York [u.a.] McGraw-Hill c2012 VIII, 598 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Database marketing Planning Datenbank (DE-588)4011119-2 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s Datenbank (DE-588)4011119-2 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024726005&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hughes, Arthur Middleton Strategic database marketing Database marketing Planning Datenbank (DE-588)4011119-2 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4011119-2 (DE-588)4012421-6 |
| title | Strategic database marketing |
| title_auth | Strategic database marketing |
| title_exact_search | Strategic database marketing |
| title_full | Strategic database marketing Arthur M. Hughes |
| title_fullStr | Strategic database marketing Arthur M. Hughes |
| title_full_unstemmed | Strategic database marketing Arthur M. Hughes |
| title_short | Strategic database marketing |
| title_sort | strategic database marketing |
| topic | Database marketing Planning Datenbank (DE-588)4011119-2 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Database marketing Planning Datenbank Direktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024726005&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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