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Strategic Database Marketing
Book

Strategic Database Marketing

Arthur Middleton Hughes
McGraw-Hill, 2005
First Edition: 1994

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

Can you have too much information? Only if you don’t know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to grasp the powerful potential of Web-focused database marketing. Arthur M. Hughes is a pioneer in the field and his book is an essential database marketing resource. It clearly shows companies large and small how to use their databases to build relationships with their customers, and convert them into lifelong users of their products or services. It is necessarily technical at times, so a background in business is helpful in understanding all of the content. Yet, if the economics of database marketing make sense for your product or service – and Hughes will tell you if they do or not – getAbstract predicts that you will rely upon this book as a welcome guide.

Take-Aways

  • People want to buy from firms that offer dependable products, and helpful, warm, knowledgeable service, but you must reach out to them with information.
  • Database marketing enables companies to build relationships with their customers.
  • The point of database marketing is to tailor your communication to your customers.

About the Author

Arthur M. Hughes is a pioneer in database marketing. His past clients include Compaq, Nestlé, US West, BMW and Universal Music. He is Executive Vice President of a database marketing company, ACS, Inc., and an economics professor at the University of Maryland.

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