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.

Product Description
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 recency, frequency and monetary value analysis. A ‘must read’ book for direct, catalog and Internet marketers; the definitive textbook for optimized RFM and beyond.

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