Strategic Database Marketing 4e
The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Summary:
The book provides a comprehensive guide to creating and implementing a successful database marketing program, focusing on leveraging customer data to drive profitability. It covers strategies for segmentation, targeting, communication, and analysis to build strong customer relationships and maximize marketing ROI.
Key points:
1. Customer Lifetime Value (CLV) is crucial for predicting a customer's total future profit, helping businesses decide where to invest in customer acquisition, retention, and upselling.
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