Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

Rating:
Summary: The Master Book
Review: This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.

Rating:
Summary: Read this before you think about CRM
Review: This is the book I have been waiting for, the book that gets to the crux of the CRM matter, which is, what information is needed to create effective Customer Relationship Managamenent that is both theoreticaly sound and business oriented.

The biggest and most important component of CRM are the strategic databases that contain the information necessary to better understand a companies clients, corporate wide.

This book describes all the key points necessary to create useful database marketing - it's practical approach is its added value.

I'ts not the easiest book to read, but the value that can be obtained from it far surpasses the effort needed to understand it.

It's also a great book to glean information from when preparing to deal with prospective CRM vendors -- do they really know what they are selling or talking about?

regards,

[e-mail]

Rating:
Summary: Wonderful!
Review: Wonderful source of information on database marketing concepts, as well as the in's and out's of implementation. Hughes is definitely an authority on the topic, and provides very practical advice on how to implement database marketing within your organization.