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

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 The only part of the book which is slightly out of date is the section about the technology; too much has changed since this last edition of 1995.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 ?

Hughes provides database marketers with a comprehensive guide, that can be used for all aspects of planning and implementation!

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.