Strategic Database Marketing

by Robert Jackson and Paul Wang

Shows marketers and business managers how to take advantage of the opportunities technologies have made available to them. This book explains what the database is and how it can empower marketers; the... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844232327
• ISBN13: 9780844232324
• Release Date: July 1998
• Publisher: McGraw-Hill Companies
• Length: 262 Pages
• Weight: 1.65 lbs.
• Dimensions: 1.0" x 7.5" x 9.6"

Customer Reviews

Great entry level book

This is an excellent book if your are new to database marketing (or have a staff member new to database marketing). It is very easy to read and and explains database marketing in the simplist terms. It is not a book for the advanced database marketer, nor does it cover advanced strategies. Paul Wang is very knowledgeable and I have seen several of his (and Arthur Hughes) presentations through the DMA.

Best "how-to" book for database marketing available !

Jackson and Wang have developed a "Bible" for implementing database marketing. The book helps marketers implement a customer management program at any level of application by applying 3 basic building blocks of skills. Best book i've read on the topic !