Strategic Database Marketing

Offers a resource to explain database marketing from the customer's point of view. This edition explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering various tools and resources, including the Internet, loyalty programs, customer-specific marketing, and more. "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.