Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.