Optimal Database Marketing

Strategy, Development, and Data Mining

by Drozdenko, Ronald G.; Drake, Perry D.;

'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

This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. The book helps students gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers.

Rights Information


Bibliographic Information
  • Pub date: March 2002
  • English
  • 9781452264042 / 0761923578
  • United Kingdom
  • Primary Price: 63 GBP
  • Pages: 424
  • SAGE Publications / SAGE Publications, Inc
  • Readership: College - higher education
  • Publish State: Published
  • Responsibility: Ronald Drozdenko and Perry D. Drake.
  • Reference Code: BDZ0005013494