Strategic Database Marketing is the only resource to explain database marketing from the customer’s point of view, instead of the seller’s. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

Customer Review: 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.
Customer Review: 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. “BUY NOW”

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Expert guidance on selling graphic design, in print and online

* New edition of a classic
* Up-to-the-minute advice on selling to Internet clients
* Get top clients and keep them

Attract today’s savvy design clients! A veteran designer who turned his small business into a multimillion-dollar new-media company shares his strategies for success in this new edition of the acclaimed Selling Graphic and Web Design. Donald Sparkman’s approach blurs the lines between graphic design, web design, and marketing by building strategic partnerships and thinking outside the box. No-nonsense advice for writing proposals and offering the right design solutions, plus information on providing services that fit a client’s needs and budget, have made this book indispensable. Now, in this revised and expanded version, leading Internet designers share strategies on effective marketing for the web, including pricing, billing, portfolios, ethics, brand design, web content management, brand law, and much more. Trusted advice and the latest strategies combine to make Selling Graphic and Web Design a great one-stop resource for designers in every field.
Customer Review: Great Information - Rough Editing
I would have given this book 5 stars had it not been for numerous editing blunders. The information is outstanding.

Donald Sparkman helped clarify several legal situations with which the design industry can be faced. Of particular interest was the Chapter on Trade Customs. Although, I’d never rely on them solely, it’s good to know they’re there.

Although this book focuses on selling design, it does a great job discussing the business aspect of the industry… the legal stuff that I may have never considered. You won’t find this kind of information in Design oriented books (It’s not a design reference, by any stretch of the imagination).

If you can see past the editing issues, you’ll have yourself a valuable business reference if you get this book. I also recommend Jim Smith’s “How to Start a Home-Based Web Design Business”, if you’re looking for ways to keep your design firm in the black. “BUY NOW”

After testing and examining hundreds of home business opportunities, ONLY ONE has provided me with a substantial income. CLICK HERE to check it out! It’s proven to work and has definitely changed my life.