"Optimal Database Marketing" Book Review
By BookNews
An independent reviewer of many important books covering the fields of Science, Medicine, Technology, the Social Sciences, and the Humanities from English-language publishers worldwide.
This book offers in-depth, practical coverage of strategic and tactical decisions involved in marketing database development, maintenance, and mining. It describes methods for monitoring the vitality of an organization's customer base, outlines steps involved in developing a database strategy, and provides rules for building robust response models. It reviews basics of database technology needed for communicating with IT professionals, and discusses the impact of global, social, and ethical issues on database marketing. Learning features include chapter summaries and review questions. Drozdenko is professor and chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. Drake is a database marketing consultant. Annotation c. Book News, Inc., Portland, Oregon.
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