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Strategic Database Marketing
4.3
Negocios y EconomíaISBN | 9780071351829
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Product details
Pages: 400 pages
Author: Arthur M. Hughes
Publisher: McGraw-Hill Publishing Co.
ISBN: 9780071351829
Format: tapa dura
Language: en
Release date: 16/5/2000
ISBN: 9780071351829
Synopsis of Strategic Database Marketing
Este libro, 'Strategic Database Marketing', es una guía completa para entender y aplicar el marketing de bases de datos desde la perspectiva del cliente. En su segunda edición, el autor, Arthur M. Hughes, explica cómo calcular el RFM (Alcance, Frecuencia, Monetario) y cubre herramientas y recursos recientemente desarrollados, como Internet y los programas de fidelización. El libro está dirigido a profesionales y académicos del ámbito empresarial y económico, y ofrece estrategias para gestionar programas de marketing rentables y centrados en el cliente.
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