Arthur M. Hughes, vice president and solutions architect at KnowledgeBase Marketing, shows how to build profitable relationships with customers by including the Internet in the marketing mix in his new book, “Strategic Database Marketing — Third Edition,” it was announced this week.
The new edition of his well-known book is revised and updated to include new details on fast-changing Web technologies, customer segmentation, modeling and acquisition, according to KnowledgeBase Marketing Inc., a Wunderman company based in Richardson, TX. The book also contains dozens of new case studies from the country's top marketers.
Hughes, a DM News columnist, is a pioneer in database marketing, with more than 25 years of experience designing and building marketing databases for Fortune 500 companies. His database experience spans industries including catalog, retail, telecommunications, insurance, banking, pharmaceuticals, packaged goods, technology, automotive and fundraising. Along with frequent articles in industry publications, he also wrote “The Complete Database Marketer” and “The Customer Loyalty Solution.”
“Strategic Database Marketing — Third Edition” is Hughes' sixth marketing book in a series that began in 1991. Published in English, Spanish, Portuguese, Japanese and Chinese, Hughes' books are used in thousands of companies and scores of marketing courses in universities.
Hughes will conduct a free book signing at 5:30 p.m. Oct. 17 at Booth 1300 at the DMA¥05 conference at Georgia World Congress Center in Atlanta. He will autograph a free book for the first 50 visitors.