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The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database 2nd Edition

4.8 4.8 out of 5 stars 5 ratings

Regardless of what you're selling, to market effectively today you need a marketing database that links you to your loyal customers who are eager to be the first to learn about your new offerings. You will need to be linked to active prospects whom you will transform into loyal customers. You will need to use the information in the database to understand your customers and to communicate with them one-on-one. And the way to do that is to build a marketing database and use it to establish and maintain profitable lifetime relationships with your customer. The Complete Database Marketer will show you how.
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.
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Editorial Reviews

About the Author

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.

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
  • Customer Reviews:
    4.8 4.8 out of 5 stars 5 ratings

About the author

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Arthur Middleton Hughes
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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.

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4.8 out of 5 stars
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Top reviews from the United States

  • Reviewed in the United States on January 18, 2018
    The book for every marketer.
  • Reviewed in the United States on September 28, 1997
    Thorough 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.
    9 people found this helpful
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  • Reviewed in the United States on November 20, 2000
    Hughes 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 ?
    5 people found this helpful
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  • Reviewed in the United States on November 8, 1998
    Hughes provides database marketers with a comprehensive guide, that can be used for all aspects of planning and implementation!
    7 people found this helpful
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Top reviews from other countries

  • Rafa Aranda
    5.0 out of 5 stars Excellent marketing material.
    Reviewed in the United Kingdom on February 10, 2017
    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.