By: Ronald Drozdenko, Perry D. Drake

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Check out the supplemental website www.DrakeDirect.com/OptimalDM/"Destined to be the definitive guide to database marketing applications, analytical strategies and test design."

- Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee

"This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. ""

- C. Samuel Craig, New York University, Stern School of Business"

"This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer""

Kari Regan, Vice President, Database Marketing Services, The Reader's Digest Association"

"Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done ""

- Patrick E. Kenny, Executive Vice President, Qiosk.com"

"This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing -- works in or with this dynamic area.""

- Naomi Bernstein, Vice President, BMG Direct"

"Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. ""

Mary Lou Roberts, Boston University and author of Direct Marketing Management"

"I think it is a terrific database marketing book, it's got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. ""

- Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing "

"An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific

examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing.""

- Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division"

"This is an amazingly useful book for direct marketers on how to organize and analyze database information. It's full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. "

- Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University

"The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives."

- Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association

"This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment ""

- Richard Hochhauser, President, Harte-Hanks Direct Marketing"

Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum.

Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, pro

Introduction to Database Marketing Concepts
Databases in the Marketing Planning Process and the Organization
Defining Customer Data Requirements
Database Maintenance and Coding
Basic Database Technology, Organizational Considerations, and Database Planning
The Analysis Sample
Analyzing and Manipulating Customer Date
Segmenting the Customer Database Data
An Introduction to Simple Linear Regression Modeling
Multiple Regression Modeling
Gains Charts and Expected Profit Calculations
Strategic Reporting and Analysis
Assessing Marketing Test Results
Planning and Designing Marketing Tests
Marketing Databases and the Internet
Analyzing and Targeting Online Customers
Issues in the Marketing Environment and Future Trends in Marketing Databases
About the Authors
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761923572
ISBN-10: 0761923578
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 424
Published: 26th March 2002
Dimensions (cm): 25.4 x 17.8  x 2.5
Weight (kg): 0.93