Contemporary Database Marketing: Concepts and Applications

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9780970451514: Contemporary Database Marketing: Concepts and Applications

Contemporary Database Marketing - Concepts and Applications puts dynamic new information and training tools in the hands of marketing students and practitioners with its dramatic new approach to the world of database marketing. It explains technical concepts in an easy-to-read text, demonstrates those concepts in cases and interactive workshops, and, through an accompanying CD, enables the reader to manipulate a storehouse of real-world information to test and develop his or her expertise with a near infinite number of applications. For many years, while some would-be marketers got caught up in the confusion of technobabble and consultant-speak, cleaver marketers were using database marketing principles and techniques to increase their profitability and strengthen their customer relationships. They often didn't call it database marketing but they benefited from it never the less. Now every marketer can share in those benefits. Contemporary Database Marketing does what it teaches: it is a truly invaluable interactive teaching and learning tool that will guide its reader to more profitable marketing.

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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.

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Martin Baier; Kurtis M. Ruf; Goutam Charkraborty
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