Contemporary Database Marketing: Concepts and Applications

A combinaton of text and CD puts the power of database marketing theory and practice at the fingetips of every marketer. In four sections it covers:

1. The Direct Marketing Roots of Database Marketing

2. The Essentials of Information Gathering and Analysis"--a manager's guide to statistics and information analysis-- gives the key statistical concepts and shows their practical application.

3. Strategies and Program applications" shows the theory and practice of key database marketing concepts.

4. This section of In-Depth, Interactive Cases provides readers with the opportunity to work interactive case histories with live data on the accompanying CD, thus using concepts in a real world and real-time framework.

This book/CD combination provides an uusual blend of sound theory and practical application--an excellent teaching and learning tool. more

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From: Amazon
Posted: Nov-26-2002

Demystifies Database Marketing

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...

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From: Amazon
Posted: Nov-23-2002

Great theory, great strategy and practice, great reference

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.

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From: Amazon
Posted: Nov-14-2002

An excellent "starter kit" on database marketing

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...

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From: Amazon
Posted: Oct-06-2002

Very deceiving

I was very disappointed with this book. The content is very superficial and the CD-ROM did not actually work properly.I do not recommend this book to anyone because so many other books are better and go more deeply in every aspects of database marketing.The editor seems to be a basement-shop;So I...

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