| Excellent how to and reference | Rating:  |
| 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. |
| Total Votes: 0, Helpful Votes: 0, Date: 2008-11-10 |
| |
| Database Guru | Rating: |
| 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. |
| Total Votes: 1, Helpful Votes: 0, Date: 2008-02-09 |
| |
| Useful content, but not well written | Rating:  |
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 occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer. |
| Total Votes: 4, Helpful Votes: 4, Date: 2007-08-01 |
| |
| Practical & technical enough for instant application | Rating: |
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far. |
| Total Votes: 0, Helpful Votes: 0, Date: 2006-01-22 |
| |
| Fantastic Updated 3rd Edition | Rating: |
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it. |
| Total Votes: 4, Helpful Votes: 3, Date: 2005-10-23 |
| |
| Excellent how to and reference | Rating: |
| 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. |
| Total Votes: 0, Helpful Votes: 0, Date: 2008-11-10 |
| |
| Database Guru | Rating: |
| 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. |
| Total Votes: 1, Helpful Votes: 0, Date: 2008-02-09 |
| |
| Useful content, but not well written | Rating: |
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 occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer. |
| Total Votes: 4, Helpful Votes: 4, Date: 2007-08-01 |
| |
| Practical & technical enough for instant application | Rating: |
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far. |
| Total Votes: 0, Helpful Votes: 0, Date: 2006-01-22 |
| |
| Fantastic Updated 3rd Edition | Rating: |
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it. |
| Total Votes: 4, Helpful Votes: 3, Date: 2005-10-23 |
| |
| Excellent how to and reference | Rating: |
| 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. |
| Total Votes: 0, Helpful Votes: 0, Date: 2008-11-10 |
| |
| Database Guru | Rating: |
| 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. |
| Total Votes: 1, Helpful Votes: 0, Date: 2008-02-09 |
| |
| Useful content, but not well written | Rating: |
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 occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer. |
| Total Votes: 4, Helpful Votes: 4, Date: 2007-08-01 |
| |
| Practical & technical enough for instant application | Rating: |
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far. |
| Total Votes: 0, Helpful Votes: 0, Date: 2006-01-22 |
| |
| Fantastic Updated 3rd Edition | Rating: |
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it. |
| Total Votes: 4, Helpful Votes: 3, Date: 2005-10-23 |
| |
| Excellent how to and reference | Rating: |
| 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. |
| Total Votes: 0, Helpful Votes: 0, Date: 2008-11-10 |
| |
| Database Guru | Rating: |
| 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. |
| Total Votes: 1, Helpful Votes: 0, Date: 2008-02-09 |
| |
| Useful content, but not well written | Rating: |
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 occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer. |
| Total Votes: 4, Helpful Votes: 4, Date: 2007-08-01 |
| |
| Practical & technical enough for instant application | Rating: |
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far. |
| Total Votes: 0, Helpful Votes: 0, Date: 2006-01-22 |
| |
| Fantastic Updated 3rd Edition | Rating: |
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it. |
| Total Votes: 4, Helpful Votes: 3, Date: 2005-10-23 |
| |
