Book Description
A combinaton of text and CD puts the power of database marketing theory and practice at the fingetips of every marketer. In four sections it covers: 1. The Direct Marketing Roots of Database Marketing 2. The Essentials of Information Gathering and Analysis"--a manager's guide to statistics and information analysis-- gives the key statistical concepts and shows their practical application. 3. Strategies and Program applications" shows the theory and practice of key database marketing concepts. 4. This section of In-Depth, Interactive Cases provides readers with the opportunity to work interactive case histories with live data on the accompanying CD, thus using concepts in a real world and real-time framework. This book/CD combination provides an uusual blend of sound theory and practical application--an excellent teaching and learning tool.

About the Author
Martin Baier is one of the leading direct marketing thinkers,teachers, and practitioners of hte past half-cnetury. His landmark article for the "Harvard Business Review"--"ZIP Code--New Tool for Marketers" introduced marketers to the concept of market segmentation and earned him the title "Father of the ZIP Code." His other two books on direct marketing are also considered standard on the subject. Baier has won numerous awards, including membership in the Direct Marketing Hall of Fame and an International Fellow of the Institute of Direct Marketing. He has spoken at virtually every important conference and symposium in the world. Kurtis Ruf is partner in Ruf Strategic Solutions and consults regularly with Fortune 500 clients in a wide range of industries. He has spoken at numerous database marketing conferences, including the Direct Marketing Association National Conference, the National Center for Database Marketing, and the White Conference on Travel and Tourism. Goutam Chakraborty is Associate Professor of Marketing in the Marketing Department of the College of Business of Oklahoma State University, where he has taught database and interactive marketing for the past decade. He also has conducted university courses and professional institutes and seminars throughout Europe and Asia. He has received numerous awards for teaching, including Outstanding Direct Marketing Educator of the Year for 2000 by the Direct Marketing Educational Foundation.