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class Employee : Person { } class Person { public string Name; public int Age; // Convert a Person object to an int. public static implicit operator int(Person p) { return p.Age; } } class Program { static void Main( ) { Employee bill = new Employee(); bill.Name = "William"; bill.Age = 25; Convert an Employee to a float. float fVar = bill; Console.WriteLine("Person Info: {0}, {1}", bill.Name, fVar); } } This code produces the following output: Person Info: William, 25

As shown previously, some conversion attempts are not successful and raise an InvalidCastException exception at run time. Instead of blindly attempting a conversion, you can use the is operator to check whether a conversion would complete successfully. The syntax of the is operator is the following, where Expr is the source expression: Returns a bool Expr is TargetType The operator returns true if Expr can be successfully converted to the target type through any of the following: A reference conversion A boxing conversion An unboxing conversion

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that each customer sees something different, customized for her, when she clicks on a site But she is unlikely to click on that site without some outside stimulus People like communications The heart of database marketing is not the database but the customized and personalized communications with customers that are created using the database Communications work They keep customers from defecting They make people happy (and angry as well) They help to sell goods and to increase loyalty, referrals, cross sales, order frequency, and order size Without an active and creative communications program, the database is worthless Everything in database marketing can and should be measured Whenever you design a new strategy, program, or communication, you must set aside a control group that does not get the Gold card, communication, newsletter, offer, discount, premium, or special service that is being extended to your test group.

For example, in the following code, you use the is operator to check whether variable bill of type Employee can be converted to type Person, and then you take the appropriate action. class Employee : Person { } class Person { public string Name = "Anonymous"; public int Age = 25; } class Program { static void Main() { Employee bill = new Employee(); Person p; // Check if variable bill can be converted to type Person if( bill is Person ) { p = bill; Console.WriteLine("Person Info: {0}, {1}", p.Name, p.Age); } } } The is operator can be used only for reference conversions and boxing and unboxing conversions. It cannot be used for user-defined conversions.

The as operator is like the cast operator, except that it does not raise an exception. If the conversion fails, rather than raising an exception, it returns null. The syntax of the as operator is the following, where Expr is the source expression. TargetType is the target type, which must be a reference type.

Figure 3-1. Adding a new image to your XNA project Next, you need to add a variable to your project, which comes down to giving a name to the image you just imported; this allows you to access the image from within your code. Add this line to your class variables: Texture2D myTexture; And add the following to your class variables, at the top of your code: namespace BookCode { public class Game1 : Microsoft.Xna.Framework.Game { GraphicsDeviceManager graphics; GraphicsDevice device; SpriteBatch spriteBatch; Texture2D myTexture; public Game1() { graphics = new GraphicsDeviceManager(this); Content.RootDirectory = "Content"; }

This is the only way for you to know and prove to management that your expenditures for database marketing are producing a positive return on investment If you are not constantly testing new ideas, setting aside control groups, and measuring, you are not doing database marketing Lifetime value is the key measurement technique for database marketing You must learn how to compute customer lifetime value and use it in evaluating and designing your marketing strategy LTV is a forward-looking concept that includes spending rate, discount rate, retention rate, referral rate, product costs, and marketing expenditures It is the only way to know how much you should spend on acquisition and retention It is an essential step to use in getting your marketing budget approved each year Database marketing is not about discounts Discounts are used in mass marketing campaigns, and they work They don t work in database marketing.

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