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Back Cover
Database marketing is today’s most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Lands’ End to IBM are using today’s new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe. About the Author Arthur Middleton Hughes is vice president for business development of the CSC Advanced Database Solutions, which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketer guidebooks Strategic Database Marketing and The Complete Database Marketer. |
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