If I had to choose one book on CRM, I would choose this. I read in 1995 and still have not found a better book. Or rather, I found it in the next Hughes writes that new editions every 4-5 years.
Why? Because Hughes has a great ability to explain things in depth, while maintaining a simple language and is still very pragmatic.
Strategic Database Marketing is perfect for those who want to start doing CRM, both to whom he is already working but want to go beyond the general concepts and philosophies, such as "spoil our customers."
For Hughes, the CRM is fundamentally a question of how much to invest and what return to expect. And, above all, do not throw money away: before leaving in the fourth, let your accounts.
The first chapters are devoted to understanding the strategies of CRM (the chapter on the LTV is the best you can find all relevant literature).
In the second part of the book, problems are analyzed and specific applications. And in the new year, Hughes has incorporated the use of Internet in CRM strategies.
Strategic Database Marketing by Arthur M. Hughes is the bible of the CRM: clear style, deep concepts, all you need to know about this.
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