Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Use the latest digital technologies for lifelong customers and repeat sales

arthur middleton hughes is database marketings great explainer. he has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. this is the most approachable book i have ever read on the subject.
ken magill, publisher, The Magill Report

Strategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthurs information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.
david horwedel, ecrm program manager, dell

arthur hughes is truly a direct marketing database guru. this edition of Strategic Database Marketing [is a] must-read for any marketer in todays ever-changing environment.
vicki updike, president, miles kimball company

Strategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read.
matt edgar, founder, global marketing alliance and publisher of Direct Marketing International

Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthurs insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that todays consumers demand.
angela sanchez, sr. director of marketing, universal music group

arthur hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchaseeven before they know they want to buy it.
kathryn kiritsis, director online marketing, avis budget group

read this book if you are looking to make sense of the complexities of database marketing in the digital world. mr. hughes has produced a tour de force.
steve cobden, cmo, thompson & company of tampa, inc.

i have learned so much from arthur hughes over the years! this book is no exception. he continues not only to address theory, but also offer practical, measurable application.
sue coakley, sr. director, customer contact strategy, yahoo!

About the Book:

since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, co...