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The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database 2nd Edition
The Complete Database Marketer has been totally redrafted to bring it up to date with developments through 1995, including media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing for retail chains; lifetime value calculation; and marketing for banking, publishing, and business-to-business.
- ISBN-109781557388933
- ISBN-13978-1557388933
- Edition2nd
- PublisherMcGraw-Hill
- Publication dateSeptember 1, 1995
- LanguageEnglish
- Dimensions6.2 x 1.63 x 9.4 inches
- Print length550 pages
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About the Author
Product details
- ASIN : 1557388938
- Publisher : McGraw-Hill; 2nd edition (September 1, 1995)
- Language : English
- Hardcover : 550 pages
- ISBN-10 : 9781557388933
- ISBN-13 : 978-1557388933
- Item Weight : 2.3 pounds
- Dimensions : 6.2 x 1.63 x 9.4 inches
- Best Sellers Rank: #865,507 in Books (See Top 100 in Books)
- #38 in Business Sales (Books)
- #164 in Business Marketing
- #521 in Direct Marketing (Books)
- Customer Reviews:
About the author
![Arthur Middleton Hughes](https://m.media-amazon.com/images/I/81lCsoKpu+L._SY600_.jpg)
I have spent the last 33 years in the direct mail, database and email marketing business working for five companies in this work. I have built marketing databases, determined customer lifetime value, published more than 200 articles (available on my website www.dbmarketing.com), published eleven books, and made more than 300 speeches all over the US, Canada and the world including Japan, Australia, Brazil, Greece. UK, Portugal, Taiwan, Malaysia and Columbia.
My main focus in the past few years has been Email Subscriber Acquisition. I have helped e-DIalog's clients to acquire 78 Million more subscribers in 2010 increasing e-Dialog revenue by more than $8 million.
I read extensively in History, Biography, and Science. I play the piano every night (nothing written after 1950), and play Canasta with my wife Helena every night, where I always lose.
I have four grown children, all married and eight grandchildren.
Poitically, I am a conservative. I think that our government is spending too much, getting us deeply into debt, and fear for the future of the dollar and the US economy. I love America and am so happy to be living in Fort Lauderdale with Helenita.
Customer reviews
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- Reviewed in the United States on January 18, 2018The book for every marketer.
- Reviewed in the United States on September 28, 1997Thorough introduction to how to use database marketing to create a relationship between buyer & seller. The book gives plenty of real-life examples, illustrating the right way and the wrong way to approach relationship marketing with a database. An excellent introduction.
- Reviewed in the United States on November 20, 2000Hughes is a well-known person in the world of Database Marketing. I have read many books and attended many courses on the subject of this marketing technique, but none of them even comes close to this excellent publication. In an easy-to-read and fascinating writing style Hughes guides the reader along all aspects of DBM; building relationships with your best customers, identifying and converting prospects using DBM for media selections, RFM and Lifetime Value analyses and much more. The book is full of real life examples and hints and tips. Every chapter closes with a summary of the most important learnings. The only part of the book which is slightly out of date is the section about the technology; too much has changed since this last edition of 1995. Also, a closer look at the possibilities the Internet has to offer is missing. Time for an updated version Arthur ?
- Reviewed in the United States on November 8, 1998Hughes provides database marketers with a comprehensive guide, that can be used for all aspects of planning and implementation!
Top reviews from other countries
- Rafa ArandaReviewed in the United Kingdom on February 10, 2017
5.0 out of 5 stars Excellent marketing material.
Five stars of course! This book is an in-depth foundation of customer-centric marketing. I personally love Mr. Hughes' style, clear, concise and fantastically simple -- given the subjects he wrote about. This man knew how to make important concepts very easy to understand and apply, be it in a small business setting or those of big corporations. I personally recommend all his books along with his blog's articles.