Index_S

S

SalesLogix, 318, 320

Schlaphoff, Evelyn, xix

Scoring system, prospects, 304–305

ScotiaApplause, 155, 156, 157, 161, 162

Scotiabank, 156, 157, 235–238, 246

Search boxes, 147–148

Sears, 42, 270

Sears Canada, 273

Secret Double Agent, 203–204

Segment marketing, 165, 182

Segments, customer, xv, 5, 9, 17, 24, 164–184, 297–298, 313, 314, 341

and automatic trigger marketing, 228–229

calculating lifetime value by, 93

creating, 170

and customer management, 235–239

and customer service, 251–252

database for marketing to, 166–173

guidelines for identifying and utilizing, 182

and lifetime value, 77

maintaining, 170–173

mothers-to-be, 178–179

profiles used for identification of, 323

and quadrant marketing, 175–178

strategic marketing decisions based on, 242–245

targeting, 173–175

viability of, 180–182

Sequoia Capital, 51

Service:

focus on price vs., 16–17

free vs. fee-based, 189, 7-11, 44

Shah, Sejal, 285–290

Shar Van Boskirk, 96

Sharper Image, 279, 292

Shaw, Stephen, 164

Shell, 116

Sherman, Mike, 33

Shipping partnerships, 209–210

Shop.org, 279

Shotguns & Pickups, 13

SIC codes (see Standard Industrial Classification codes)

SIGMA, 296–298

SmartDM, 196, 197, 198

Smarterkids, 51

Spare parts, 264–266

Special Olympics, 240

Sports Authority, The, 167, 168, 169, 170

SQL Server, xiv

Standard Industrial Classification (SIC) codes, 5, 13, 191–193, 295

Staples, 3, 54, 148

Status levels, loyalty program, 223

Straddle pricing, 224

Strategic Database Marketing (Arthur Hughes), 116, 258, 260, 345

Stride Rite Shoes, 130–132

Success:

key to, xvi

measuring, 299

Summit Marketing, 12, 326

Supermarkets:

loyalty programs for, 223–224

Web, 39, 43–44

Suppliers, 187–188

Supply chain management, 204–208

Surveys, 5, 328–332

Sweepstakes, 203

Symcor Direct Response, 117