"Strategic Database Marketing" is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the second edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources, including the Internet, loyalty programs, customer-specific marketing, and more.
- ISBN10 0071351825
- ISBN13 9780071351829
- Publish Date 6 June 2000 (first published 1 January 1994)
- Publish Status Active
- Out of Print 13 May 2006
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Publishing Co.
- Edition 2nd Revised edition
- Format Hardcover
- Pages 400
- Language English