In today's Web-wired, point and click world, your customers have been empowered. They scream for exactly what they want - and how, and when, and why, and where! Marketers who ask the right questions - and understand how to act on the answers - can take instant control of entire industries.

Strategies Database Marketing, Second Edition, is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your database. Thoroughly revised and updated from its best-selling, benchmark first edition, this time-honored volume brings you state-of-the-art research and case histories that reveal:

Web-based techniques and tools to uncover your best customers and then build long-term, profitable relationships with them
A universal method for determining customer lifetime value - and using it as a strategic focus
Strategies for using frequency and monetary analysis to increase sales from existing customers
In a world of competition, the most profitable customer is the one you already have. Discover how to learn each of your customer’s likes and dislikes and use those hot buttons to build loyalty, sales, and profits with Strategic Database Marketing. (barnesandnoble.com)