Part I: Database Marketing and the Web; Introduction; Chapter 1. Strategic Database Marketing and the Web: An Overview; Chapter 2. "The Vision Thing"; Part II: Strategy Development; Chapter 3. Lifetime Value--The Criterion of Strategy; Chapter 4. Designing a Successful Customer Strategy; Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis; Chapter 6. Communicating With Customers; Chapter 7. Building Customer Loyalty; Chapter 8. Using Customer Profiles in Marketing Strategy; Chapter 9. Strategy Verification: Testing and Control Groups; Chapter 10. Finding Customers Through the Web; Part III: Profiting Through Experience; Chapter 11. Retailing and Packaged Goods; Chapter 12. Building Retention and Loyalty in Business Customers; Chapter 13. Financial Services; Chapter 14. Why Databases Fail; Chapter 15. Database Types That Succeed; Chapter 16. Choosing Business Partners; Chapter 17. Database Marketing and the Internal Struggle for Power; A Farewell to the Reader; Appendix A. How to Keep Up with Database Marketing and Commerce on the Web; Appendix B. Answers to Executive Quizzes; Appendix C. Glossary; Index
Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.