Books

Customer Churn Reduction and Retention for Telecoms

What are the main obstacles to company profitability, and how do you overcome them to achieve success? Arthur Middleton Hughes, vice president and solutions architect at KnowledgeBase Marketing, draws upon the volatile telecom industry and its experimental marketing to show how every company can conquer these critical obstacles in his newest book, Customer Churn Reduction and Retention for Telecoms: Models for All Marketers. Together, customer retention and customer churn determine actual marketing ROI and prove the value of customer-acquisition expense.

In his book, Hughes shows how the constantly evolving telecom industry magnifies the importance of successfully managing these crucial factors — for marketers in all industries.

The U.S. telecom industry has provided a test field for marketing experiments over the last 25 years. With the meteoric rise and fall of companies in this fast-paced industry, marketers have tested the limits of common business and marketing practices and used innovation and creativity to retain hard-won customers. The telecom industry provides innumerable examples of best marketing practices as well as failed strategies, and Hughes uses these examples to develop models of customer churn and customer retention that will benefit every marketer in every company.

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The Business of Database Marketing

Does the world really need another book on database marketing? In his new book The Business of Database Marketing, Richard N. Tooker, vice president and solutions architect at KnowledgeBase Marketing, explains in clear non-technical language why the answer is a resounding “yes.” With entertaining, easy-to-understand descriptions he shows how every executive can incorporate all of the available marketing and technical wisdom into a coherent, overarching business strategy that includes both the database marketing strategy and the technology “build.” Tooker’s work is the first book written to bridge the gap between the strategy and the “build.”

Tooker leaves no subject untouched, covering all the bases for the business reader–from determining and planning for marketing needs, to database enhancement, testing, measurement, and analytics; ROI determination; creative execution and all the other aspects from implementation to follow-through on the “business end.” He’s also includes a catalog of the 37 best practices and a roundup of the major do’s and don’ts when jumping into the world of database marketing.

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Strategic Database Marketing – Third Edition

In his latest book, Arthur Middleton Hughes, vice president and solutions architect at KnowledgeBase Marketing, shows marketers how to build profitable relationships with their customers by including the Internet in the marketing mix. This new edition of a marketing classic has been comprehensively revised and updated to include new details on fast changing web technologies, customer segmentation, modeling and acquisition plus dozens of new case studies from some of the country’s top marketers.

This is Arthur’s 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. There are probably few major corporations in the developed world that do not have one or more copies of Arthur Hughes’ marketing books in active use.

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