contentsIntroduction to Database Marketing xiiiAcknowledgments xixCHAPTER1HOW DATABASE MARKETING WORKS 1How It Began 1How to Touch a Customer’s Life 3How We Have Changed 4But Does It Work? 6Combining the Database with the Web 6Web Response 7Customer Service 8Computing Lifetime Value 9The Retention Rate 10Modeling for Churn 11Use of Database Marketing for Acquisition 12Two Kinds of Databases 13Why Databases Fail 15Summary 17What Works 18What Doesn’t Work 18Quiz 18CHAPTER2 THE MIRAGE OF CRM 21Assumption 1: Why People Buy Things 23Assumption 2: Timely and Relevant Offers 24Assumption 3: Becoming Customer-Centric 25Assumption 4: CRM Mathematics 26viiFor more information about this title, click here.Copyright 2003 by Arthur Middleton Hughes. Click Here for Term of Use.