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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 Land's 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. ... Read more

Customer Reviews (2)

A good, well organised DB marketing textbook with some arguable points of view
This is for sure a good and well organised Database Marketing DBM textbook. I like "What works", "What doesnt work" and "Quiz (with answers)" in the end of each chapter much. However, I think it can be even better if the author can add more real life examples to support his key points of the book, as summarized in the last chapter:-

1. DBM is not the same as CRM.
2. DBM is incremental
3. The internet has enabled DBM to deliver on its promises
4. The Web is not a selling medium; it is an ordering medium.
5. People like communications
6. Everthing in DBM can and should be measured.
7. Lifetime Value is the key measurement technique for DBM.
8. DBM is not about discounts.
9. Customers should not all be treated alike.
10. Most successful database marketers outsource the construction of their database.
11. Caller ID and cookies have become essential database marketing tools.
12. Many customers will gladly give you their profiles over the web.
13. Marketing databases today are stored in a relational format on a server accessed by marketers over the web.
14. Becoming customer centric is seldom an achievable goal.

Despite my praise above, I can hardly agree with the author's projection of DBM as a surefire independent tool to distiguish it from the notorious CRM. IMHO, the high failure rate of CRM is owing to the absence of good business+customer strategies, and the ignorance of top executives who believe that putting tons of money on software and servers will make CRM work.

No matter what and in short, this book deserves to be recommended.

The Database Marketing Case Book
I have been an admirer of Arthur Hughes' writing for many years. His books The Complete Database Marketer and the splendid Strategic Database Marketing are among the best in the genre. Especially the latter has helped me a lot in my own projects as a database marketing specialist.

Now Arthur returns with a new book, another fine read. There are some things to be mentioned though.

Ed Sander, Failsafe Database Marketing

First of all, you should first read Strategic Database Marketing before you read this one. Although some of the subject matter of the two books overlaps, the theoretical background is explained much better in Arthur's previous book. For instance, the Lifetime Value case in The Customer Loyalty Solution is far too complex as a first taster.

Second, the title. I really don't think it does the book justice since it covers much more ground than just loyalty programs. With a title like this it might easily get lost between the dozens of other customer loyalty books on Amazon. Personally I would have suggested something like "The Database Marketing Case Book" instead, since the book mainly consists of some 40 short and longer case descriptions which illustrate the power and possible results of database marketing combined with the Internet. As such, it is a great companion book to Strategic Database Marketing, which focusses more on the 'how to'.

Third, although there is - as I mentioned - certain overlap with Strategic Database Marketing, this book does cover a few highly interesting (new) subjects in more detail. To name a few:

- What is the difference between CRM and DBM ? Which is better ?
- Why have catalogers not used DBM ?
- Calculating the value of names and e-mail addresses.
- Selling versus communicating on the web. Which one works ?
- E-mail marketing.

Also, most of the cases and options described are evaluated using the Lifetime Value theorie, which is very clear an useful. All chapters also include a summary, checlists of things that work and don't work and a quiz to test your understanding of the described cases.

All in all another fine and inspiring book by Arthur. Not as essential as Strategic Database Marketing, but a must have for anybody who has already digested that title and wants an extra 'grand desert'. ... Read more

Book Description

Web-focused strategies for turning a company’s customer list into its most powerful competitive advantage

Customer Reviews (16)

Database Guru
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.

Useful content, but not well written
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.

Practical & technical enough for instant application
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.

Fantastic Updated 3rd Edition
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 mostimportant 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.

Exceptional Coverage of Important Marketing Concepts
Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts.Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.

In particular, Hughes explains:

* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.

Case studies and ROI numbers are used throughout the book.A must read for marketing proessionals. ... Read more

Book Description
Until nowArthur Hughes has, with some justification, been called the unknown Pre-Raphaelite.In spite of his close artistic and social connections with, among others, Rossetti, Madox Brown, Holman Hunt, Burne-Jones, William Morris, Tennyson and Lewis Carroll, and although his work can be seen in major collections throughout the world, he has been considered an elusive figure in the history of British art. This Catalogue Raisonn,, the first book solely devoted to Hughes' life and works, aims to redress the balance and put him firmly on the map. It shows him to have been an immensely likeable and modest man, with a wide circle of friends and an extremely happy family life. More to the point, it also shows him to have been among the foremost painters of the Pre-Raphaelite movement. As a good figure painter, especially of children, and a talented colourist, he was sensitive to the aims of the Brotherhood and a leading exponent of their technical practices.Over 80 when he died in the early years of ... Read more

Customer Reviews (2)

Best Out There
I had to give this book five stars because it is the only comprehensive work devoted to Arthur Hughes.I have been attracted to Hughes' paintings for some time, but he has recently become a part of my graduate research. To my surprise, there is little research out there.Even though he did notachieve the critical acclaim of other Pre-Raphaelite artists, he isconsidered a major artist in the Movement.Granted this book is mainly incatalogue form, but this section contains hard-to-find information.It'salso great for listing past exhibitions of individual paintings andnewspaper/journal/book leads for more information.Lots of black/whitereproductions and some nice colors ones.The analytical introduction isshorter than I would have liked, but the comprehensive catalogue is a greatasset.

At last a book devoted to Hughes.
As a serious student of the Pre-Raphaelite Brotherhood and theirassociates, I have noticed a curious lack of materials regarding ArthurHughes and his work.This is perhaps due to the unfortunate destruction(evidently) of much of the papers and materials that would give betterlight to his biography, as well as his partial detraction from oil paintingto produce much illustration work.No less important, in truth, is likelythe fact that he was not one of the most successful of Victorian agepainters.However, the charm of coloring and subjects in his unique stylecertainly warrants a serious treatment and _Arthur Hughes: His Life andWorks_ is an admirable and well-produced effort.Not only that, but it isthe only one that I have yet to discover.With this fact in mind, I canonly give it the highest of recommendations to anyone fortunate enough tohave a similar taste for his work.The reproductions are excellent, thebiography informative, and the content far more complete than thefragmented references to him to be found elsewhere. ... Read more

Book Description
The Complete Database Marketer is totally redrafted to bring it up to date with developments through 1995. Specific updates include: media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing in retail chains. ... Read more

Customer Reviews (3)

Best ever guide to Database Marketing !
Hughes is a well-known person in the world of Database Marketing. I have read many books and attended many courses on the subject of this marketing technique, but none of them even comes close to this excellent publication. In an easy-to-read and fascinating writing style Hughes guides the reader along all aspects of DBM; building relationships with your best customers, identifying and converting prospects using DBM for media selections, RFM and Lifetime Value analyses and much more. The book is full of real life examples and hints and tips. Every chapter closes with a summary of the most important learnings. The only part of the book which is slightly out of date is the section about the technology; too much has changed since this last edition of 1995. Also, a closer look at the possibilities the Internet has to offer is missing. Time for an updated version Arthur ?

Comprehensive Guide...
Hughes provides database marketers with a comprehensive guide, that can be used for all aspects of planning and implementation!

Very Thorough
Thorough introduction to how to use database marketing to create a relationship between buyer & seller. The book gives plenty of real-life examples, illustrating the right way and the wrong way to approach relationship marketing with a database.An excellent introduction. ... Read more

Product Description
This volume is produced from digital images created through the University of Michigan University Library's preservation reformatting program. ... Read more

Book Description
This digital document is an article from Marvels & Tales, published by Wayne State University Press on April 1, 2003. The length of the article is 7092 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Arthur Hughes, Walter Crane, and Maurice Sendak: The picture as Literary Fairy Tale.
Author: George Bodmer
Publication: Marvels & Tales (Refereed)
Date: April 1, 2003
Publisher: Wayne State University Press
Volume: 17Issue: 1Page: 120(20)

Distributed by Thomson Gale ... Read more

Book Description
This digital document, covering the life and work of Richard (Arthur Warren) Hughes, is an entry from Contemporary Authors, a reference volume published by Thompson Gale. The length of the entry is 2643 words. The page length listed above is based on a typical 300-word page. Although the exact content of each entry from this volume can vary, typical entries include the following information:

• Place and date of birth and death (if deceased)
• Family members
• Education
• Professional associations and honors
• Employment
• Writings, including books and periodicals
• A description of the author's work
• References to further readings about the author

Book Description
This digital document is an article from Early Modern Literary Studies, published by Thomson Gale on January 1, 2005. The length of the article is 5812 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Imperial Anxiety in Thomas Hughes's The Misfortunes of Arthur.(Critical Essay)
Author: Gale Reference Team
Publication: Early Modern Literary Studies (Magazine/Journal)
Date: January 1, 2005
Publisher: Thomson Gale
Volume: 10Issue: 3Page: NA

Article Type: Critical Essay

Distributed by Thomson Gale ... Read more

Book Description
English Accents and Dialects is a unique introductory survey of the main regional and social varieties of English spoken in the British Isles. The authors discuss accent and dialect in the broader framework of language variation, including phonetic, phonological, grammatical, lexical, historical and stylistic differences. This is followed by a survey of the speech of different areas of the British Isles. The CD which accompanies the book consists of edited interviews (all transcribed in the book) with speakers from each of the different areas. The fourth edition has been expanded and updated to give substantial new information. Of particular importance in this new edition are the sections on Aberdeen, Galway, and Leicester. ... Read more

Customer Reviews (3)

Can serve as a prelude to dialectology course
Wonderful introduction into studying dialects and accents. Although not very suitable for a complete course on dialectology, it is nice to grasp the general idea of English variations on the British Isles. The CD is a must. The set will be valuable for students of English as a foreign language to prevent the shock of facing authentic casual speech, which may seem unintelligible to unprepared non-native speakers. Although it is not rich in theoretical issues, the book presents good material organization and easy to read text. The material presented in non-technical manner, lacks nuances, and mainly focuses on sound distinctions, mentioning intonation, stylistic appropriateness, cultural and historical grounds aside. On the other hand, it is one of the best introductory books for enthusiasts and non-linguists to get acquainted with language variations on the British Isles.

This is not a set.
If you notice the Editorial review, it states "in the book" and "the tape which accompanies the book", so I thought I was getting both a tape and a book -- and I was in a hurry.I was surprised to receive only the tape (especially for $29.00).It has some good, if not always very understandable, native speakers of various dialects of Great Britain on it -- and without the transcriptions it is hard to grasp all the changes.I guess now I'll order the book and wait three weeks for that.It is a good resource for samples of some of the regional dialects not easily found in the major dialect source books.

Great intro and birds-eye view.
OK, first the good points about the book.It's superbly organised, providing word lists at the beginning of every chaptre, which gives you a great idea of how different accents compare on identical sets of words.The intro about different styles and registers of Received Pronunciation, including grammatical points, is also of great help to understand how accents may differ. The tape is a must, and the dialogues in it are great, since they were recorded in a very spontaneous manner.OK, so, the sound's quality is not the best around, but you get spontaneous dialogues (and therefore more natural dialectal pronunciations) in exchange. The only problem I'd see is that is that stylistic varieties are not covered more in depth.J.C. Wells' "English Accents: An Introduction" and "English Accents: The Brittish Isles" offer a lot more information, cover more nuances of accent, and are in general more complete that this book. Anyhow, it's still quite a good buy if you're interested in regional varieties of English in the Brittish Isles. ... Read more

Book Description
This second edition remains the most practical guide for teachers who want to have a better understanding of the role of testing in language teaching. It has a new chapter on testing young learners and expanded chapters on common test techniques and testing overall ability. For more information about ETA please contact STET2@aol.com.Download Description
This is a second edition of this classic text on language testing. Over the years the first edition has established itself as a core text on many ESL teacher training programs. There is no other text that is as comprehensive and accessible as Testing for Language Teachers. All of the chapters for this second edition have been revised and updated. It also has new chapters on tests for young learners and testing overall ability, as well as new and accessible appendices on statistical analysis and item banking. No other book on language testing covers the areas that all language teachers need to know when testing their students' language skills. ... Read more

Customer Reviews (1)

An Excellent Resource for Practicing Teachers
It seems that a lot of books in the market on testing deal with the theoretical background of designing large scale tests on the institutional level.Those sorts of books are not so useful for the practicing teacher who is looking for a little guidance on improving their test writing skills for daily classes.This book is written with that teacher in mind.It doesn't overload the reader with loads of statistics, but if you are interested in the statistical basis of the ideas presented in this book, there is a section on statistics in the appendix.

Basically, this book is divided into three sections.The first section covers the different types of test a teacher might want to give and the differences between those types.The second part delves into the theory of validity and realiability, but doesn't overwhelm the reader with loads of numbers and figures.The third part goes into how to test different skills.The attitude the author takes toward testing is that a test should focus on one of the four basic skills:speaking, reading, writing, or listening.Grammar and vocabulary, he claims, are not ends in themselves, but merely components of the four basic skills, so they don't need to be given much emphasis in testing.I thought that was an interesting idea.

If you're a teacher looking for a book to help you with your test writing skills, I can recommend this one. ... Read more

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Customer Reviews (1)

Fascinating and well written!
Arthur Hughes has written a fascinating book that explores one of the most interesting characters in the Revolutionary War era.
Crispus Attucks helps you understand the complex and contradictory personalities who populated America. His book is not only enjoying to read but gives great insight into the era. ... Read more

Customer Reviews (1)

A Musicologist Analyzes Sir Arthur Sullivan
Perhaps the most detailed musicological study of all of the compositons - not just the operettas - of Sir Arthur Sullivan. This is a relatively slim book, but it is packed with musical examples, analysis and commentary. This is definately a book for those with a musical education, a music theory book and dictionary or perhaps simply a Ph.D. in Musicology, is a good companion for reading Hughes' book.

The book analyzes Arthur Sullivans style, breaking it down into chapters dealing with musical forms such as melody, harmony, word setting, orchestration, etc. Copious examples in musical notation and snippets from scores, many from very obscure non-Savoy operas. (E.g. quotes from "The Zoo" which was still officially lost at the time of the original edition).

Hughes takes a very objective style, unusual for a books on Sullivan which tend be limited to the more prosaic descriptions of his operettas. He takes Sullivan to task for some of his failings (e.g. harmon! y) and praises him where appropriate (e.g. melody and word setting).

A unique and very detailed tome! ... Read more