Description:
"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, product development,
direct marketing, and marketing database analysis. He also has published several articles
and book chapters. He holds a Ph.D. in Experimental Psychology from the University of
Missouri and is a member of the American Marketing Association, the Society for Consumer
Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three
U.S. patents.
Perry D. Drake has been
involved in the direct marketing industry for nearly 15 years. He is currently the Vice
President of Drake Direct, a database marketing consulting firm specializing in response
modeling, customer file segmentation, lifetime value analysis, customer profiling,
database consulting, and market research. Prior to this, Perry worked for approximately 11
years in a variety of quantitative roles at The Reader's Digest Association, most
recently as the Director of Marketing Services.
In addition to consulting,
Perry has taught at New York University in the Direct Marketing Master's Degree program
since Fall, 1998, currently teaching "Statistics for Direct Marketers" and
"Database Modeling." Perry was the recipient of the NYU Center for Direct and
Interactive Marketing's "1998-1999" Outstanding Master's Faculty Award.
Perry also lectures on testing and marketing financials for Western Connecticut State
University's Interactive Direct Marketing Certificate Program. Along with Ron, he is
collaborating with the Direct Marketing Education Foundation to develop a model curriculum
for universities pursuing the area of interactive or direct marketing.
Perry earned a Masters of
Science in Applied Statistics from the University of Iowa and a Bachelor of Science in
Economics from the University of Missouri.
The book evolved from an
outlined developed by an advisory board of industry experts that was established by the
Direct Marketing Educational Foundation. Contemporary direct marketing and e-commerce
could not exist without marketing databases. Databases allow marketers to reach customers
and cultivate relationships more effectively and efficiently. While databases provide a
means to establish and enhance relationships, they can also be used incorrectly,
inefficiently, and unethically. This book looks beyond the temptation of the quick sale to
consider the long-term impact of database marketing techniques on the organization,
customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake
help the reader gain a thorough understanding of how to properly establish and use
databases in order to build strong relationships with customers. There is not another book
on the market today that reveals the level of detail regarding database marketing
applications - the how's, why's and when's.
Features/Benefits:
Draws on numerous examples
from real businesses
Includes applications to all
direct marketing media including the Internet
Describes in step-by-step
detail how databases are developed, maintained, and mined
Considers both business and
social issues of marketing databases
Contains a sample database
allowing the reader to apply the mining techniques
Offers access to
comprehensive package of academic support materials
397 PAGES