Marketing is about customers. Products come and go, but if you have a customer, you have a business. So how do businesses attract customers? How do they keep them? How do they extract maximum value from the customer relationship? This course focuses on the new marketing tools and techniques—targeted marketing, databases, data mining and modeling, CRM, testing and measurement, and integrated marketing communications—that businesses use to attract the most productive new prospects, convert them to buyers, and gain their loyalty over the long term. This kind of marketing is targeted, measurable and ROI-driven. With these approaches, marketing can be fully accountable to shareholders and stakeholders. Strategies covered in this course include: data capture and data modeling, segmentation by customer value and behavior, buying process analysis, direct response communications, customer contact management, customer experience marketing, and marketing metrics and testing. This course introduces the business, decision-making, strategic, tactical and operational skills essential to managing the customer base as an asset.