Strategic database marketing (4^th Ed.)

Providing marketing professionals with the most current theories and strategies for 15 years, now updated and revised to cover all digital platforms. The classic guide to database marketing-updated with the latest, most effective ways to use Google, email, mobile devices, social media, and other online platforms. Provides expert coverage on all the basics of effective database marketing, including customer acquisition and retention, demographics, segmentation, SEM, analytics, and control groups. All charts, forms, and graphs can now be downloaded.