Libey and Pickering on RFM and Beyond

By Christopher Pickering and Donald R. Libey

Wisdom, analytics and tactics for improving multichannel profitability. Expanded Second Edition released October 2008. How to improve multi-channel customer and prospect profits using advanced... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0976517205
• ISBN13: 9780976517207
• Release Date: January 2005
• Publisher: MeritDirect Press
• Length: 493 Pages
• Weight: 2.05 lbs.
• Dimensions: 6.0" x 9.0"

Customer Reviews

GREAT Resource!

Libey and Pickering on RFM and Beyond ranks right up there with Arthur Hughes's Strategic Database Marketing editions. For those that have read Hughes's Strategic Database Marketing, any edition, you know exactly what I mean. If a serious direct marketer takes the time to calculate the measures he or she reads about in Libey and Pickering on RFM and Beyond, that direct marketer will be able to evaluate his or her organization's performance more effectively and guide its future marketing efforts much more precisely. To echo a theme maintained throughout the book, RFM, optimized or otherwise, is a lot more powerful tool than many direct marketers will ever know. Dismiss RFM as an analysis tool or segmentation device at your own peril.

Libey Rides Again

Almost 30 years ago RFM (recency, frequency and monetary value) analysis entered the marketing lexicon, courtesy of Don Libey's first book on the subject. All good and useful things come back in vogue (some never really leave, while some come back with new names with new "thought leaders"). Don Libey and Chris Pickering have produced a useful book worthy of all business libraries and personal libraries. It is already in mine, and will soon be in the libraries of my clients. Not that I have an opinion.