Includes index.

Part I: What has happened to marketing
Part II: What database marketing is...and how it works
Part III: Three keys building blocks of a database system
Part IV: Managing the database
Part V: Staying ahead of the curve

Strategic Database Marketing explains how organizations can use customer data to improve marketing decisions, strengthen customer relationships, and increase profitability. The book was one of the early texts to demonstrate how databases could transform traditional mass marketing into targeted, customer-focused marketing.
The authors emphasize that customer information is a strategic business asset. By collecting and analyzing customer data, organizations can better understand buying behavior, identify profitable customer segments, personalize marketing messages, and retain valuable customers. Rather than sending the same message to everyone, database marketing enables firms to deliver the right offer to the right customer at the right time.
The book covers the process of building a marketing database, including collecting customer information from sales transactions, surveys, loyalty programs, and other sources. It explains how to organize, maintain, and update databases to ensure data quality and usefulness. The authors also discuss customer segmentation, predictive analysis, response modeling, and measuring the effectiveness of marketing campaigns.