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Optimal database marketing--strategy, development and data mining.

Publication: International Journal of Market Research
Publication Date: 22-JUN-04 		Format: Online - approximately 863 words
Delivery: Immediate Online Access

Article Excerpt
Optimal database marketing--strategy, development and data mining

Ronald G. Drozdenko and Perry D. Drake

Sage Publications, 2002

398pp, hard cover [pounds sterling]42

ISBN 7619 2357 8

The evolution of direct marketing from crude 'junk mail' to sophisticated, carefully targeted and strategically planned 'customer relationship management' is well charted. This, and the development of integrated marketing communications and media neutral brand planning means that a sound book on database marketing ought to be part of every market researcher's library.

Dr Ronald G. Drozdenko is Professor and Chair of the Marketing Department, Ancell School of Business and Perry D. Drake is Vice President of the eponymous database consultancy in New York. Optimal Database Marketing explains underlying theory and describes how to carry out the diverse range of operational procedures,...

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