Ensuring socially responsible resettlement: guidelines for integrating transparency and accountability in resettlement and rehabilitation

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1 How Database Marketing Has Changed
2 The "Vision Thing"
3 Lifetime Value: The Way to Measure Marketing Programs
4 Customer and Subscriber Acquisition
5 Building Profits with Recency, Frequency, and Monetary Analysis
6 From Catalogs to Amazon
7 Loyalty and Retention
8 Making Each Communication an Adventure
9 Listening to Customers
10 Customer Segmentation
11 Transactions, Triggers, and Web Sites
12 Campaign Performance Measurement
13 Analytics and Modeling
14 Testing and Control Groups
15 Social and Mobile Marketing
16 How Often Should You Communicate?
17 Building Retail Store Traffic
18 Financial Services
19 Business-to-Business Database Marketing
20 Why Databases Fail
21 Outsourcing
22 The Future of Database Marketing
23 A Farewell to the Reader

Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities—and this thoroughly updated new edition has everything you need to seize them all.

Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.

Completely revised and updated, this new edition covers all the foundational database marketing principles and practices.