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.
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