Strategic database marketing

Part I: Database Marketing and the Web Introduction Chapter 1. Strategic Database Marketing and the Web: An Overview Chapter 2. The Vision Thing Part II: Strategy Development Chapter 3. Lifetime Value--The Criterion of Strategy Chapter 4. Designing a Successful Customer Strategy Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis Chapter 6. Communicating With Customers Chapter 7. Building Customer Loyalty Chapter 8. Using Customer Profiles in Marketing Strategy Chapter 9. Strategy Verification: Testing and Control Groups Chapter 10. Finding Customers Through the Web Part III: Profiting Through Experience Chapter 11. Retailing and Packaged Goods Chapter 12. Building Retention and Loyalty in Business Customers Chapter 13. Financial Services Chapter 14. Why Databases Fail Chapter 15. Database Types That Succeed Chapter 16. Choosing Business Partners Chapter 17. Database Marketing and the Internal Struggle for Power A Farewell to the Reader Appendix A. How to Keep Up with Database Marketing and Commerce on the Web Appendix B. Answers to Executive Quizzes Appendix C. Glossary Index