Contemporary Database Marketing: Concepts and Applications

Rating:
Summary: Great theory, great strategy and practice, great reference
Review: This book gives great theoretical coverage for the classroom, great explanations and examples of strategies and tactics for the profesional and advanced student, and a great reference for the general executive. The exercises, cases, and CD give the chance to apply knowledge like nothing else around.

Rating:
Summary: Demystifies Database Marketing
Review: This is the first book I've seen that explains database marketing in an easy-to-follow, step-by-step format that layouts out the theory and then shows it applied in concrete, practical ways. And the CD makes it possible to see concepts in the book palyed out in a "free-form" environment-beyond the many cases and exercises in the book. I would recommend this book to anyone with even a vague interest in the subject.

Rating:
Summary: An excellent "starter kit" on database marketing
Review: This is the only book I've seen that truly covers the waterfront of all the basics of database marketing--its grounding in direct marketing, the theoretical underpinnings of strategy development, and the practical tactical applications of all the core concepts. The balance of theory and practical application is just about right and--a BIG plus--the authors don't get carried away with the technology or with the more esoteric elements of statistical concepts. They explain the most important and useful concepts in remarkably easy-to-understand prose and, after one or two clear examples, move on to the next point. It's obvious that they are experienced teachers as well as seasoned practitioners. The exercises and workshops give the reader the oppportunity to play with basic concepts in real-world-type situational applications. The use of Excel for exercises is probably helpful for those with less experience (though the purists might prefer SPSS).

There are other good books around for other uses, but this is the best I've seen for someone who wants to get started in database marketing.