by Arthur Middleton Hughes · McGraw-Hill Publishing Co. · tapa dura · ISBN 0639785317203
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«Strategic Database Marketing» is the marketing manual by Arthur Middleton Hughes, published by McGraw-Hill Publishing Co. in hardback (400 pages).
Practical guide to database marketing: shows how to create and manage a profitable customer-based marketing program. Links company strategy with commercial planning and covers analysis of customer information and sales techniques, to orient marketing decisions toward the customer.
Second edition, published on June 6, 2000, in English. Subtitle: «The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program».
Aimed at professionals and academics in the business and economics field.
