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Strategic Database Marketing
by Arthur Middleton Hughes
from McGraw-Hill
Customer Reviews:
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Avg. Customer Rating: 5.0 / 5.0 
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Essential database marketing resource
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... more info
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Excellent how to and reference
I am halfway through strategic database marketing, and so far it is quite excellent. The author explains concepts very clearly, and gives fairly specific info on how to implement, without being technical in terms of IT.
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Database Guru
Arthur Hughes is a database guru. This books teaches you how to start and develop a customer database and how to use is it as your most powerful marketing tool. The author is world-renowned and has created concepts such as "lifetime value" which is essential to any business owner. This book is the database marketing bible.
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Useful content, but not well written 
For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.
It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many... more info
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