Strategic Database Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Customer churn and segmentation

Abstract

Part I: What Has Happened to Marketing? Chapter 1. Why Marketing Needs Database TechnologyChapter 2. Information is Power: How the Database Empowers MarketersPart II: What Database Marketing Is ... And How It Works Chapter 3. The ABCs of Database MarketingChapter 4. 15 Ways to Use Your DatabaseChapter 5. Database Marketing in ActionThree Key Building Blocks of a Database System: Data, Technology, and Statistical Techniques Chapter 6. Data: A Database is Only as Powerful as the Data It HousesChapter 7. Data: Developing a Source Data StrategyChapter 8. Technology: Technology Made SimpleChapter 9. Technology: Choosing the Right Technology for Your DatabaseChapter 10. Statistical Techniques: Segmentation--A Key to Understanding Your CustomersChapter 11. Statistical Techniques: Analysis and ModelingPart IV: Managing The Database Chapter 12. Putting Together Your Database Marketing SystemChapter 13. Selling the Database Marketing Program to ManagementStaying Ahead of the Curve: Future Issues in Database MarketingChapter 14. A Pattern for the Future: The Database as a Strategic Resource and Customer Contact MarketingChapter 15. Social Issues in Database Marketing: Environmental Waste and Consumer PrivacyChapter 16. Future Trends in Database Marketing

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2009A multinational study on online privacy: global concerns and local responses 2001Marketing research in the new millennium: emerging issues and trends 2013The Influence of Internet-Based Customer Relationship Management on Customer Loyalty 2003Information antecedents of personalisation and customisation in business-to-business service markets 1997Maintaining Customer Relationships through Effective Database Marketing: A Perspective for Small Retailers 1999Can Statistical Modeling Help with Data Mining 1999Status of Database Marketing in the Dutch Fast Moving Consumer Goods Industry

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