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Title: Database Marketing: The Ultimate Marketing Tool by Edward L. Nash ISBN: 0-07-046063-9 Publisher: McGraw-Hill Trade Pub. Date: 01 June, 1993 Format: Hardcover Volumes: 1 List Price(USD): $44.95 |
Average Customer Rating: 4 (2 reviews)
Rating: 4
Summary: Great introduction to the possibilities of DB Marketing
Comment: This books offers a nice overview of the various possibilities of database marketing and how it can be applied to get and retain customers. The chapters on analyses and database building have been written by others than Nash and turned out to be the least usefull in the book since they don't really explain 'how' to use the various concepts and their writing style is very different from Nash'. The rest of the book is an enthusiastic guide into Databasew Marketing with lots of short case studies for B-to-B, B-to-C and financial marketing. The book is already 6 years old and needs a bit of an update really since some of the technologies and trends which are discussed are already out of date. Still a very pleasant and informative book for people who just entered the field of DBM.
Rating: 4
Summary: A good introductory guide
Comment: I work as a mrktg database consultant, and I find that this is a good introductory book on database marketing, the very next big trend in relationship marketing. It happens to be one the most useful guides I have ever seen about database marketing. If you want to hear the bad part of the tale, the technical concepts about supporting technology are a little bit poor. As I said before, maybe the best guide for newbies
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Title: Direct Marketing: Strategy, Planning, Execution by Edward L. Nash ISBN: 0071352872 Publisher: McGraw-Hill Trade Pub. Date: 21 January, 2000 List Price(USD): $59.95 |
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Title: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy by David Shepard Associates, David Shepard ISBN: 0070580561 Publisher: McGraw-Hill Trade Pub. Date: 31 March, 1999 List Price(USD): $79.95 |
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Title: Response: The Complete Guide to Profitable Direct Marketing by Lois K. Geller, Seth Godin ISBN: 0195158695 Publisher: Oxford University Press Pub. Date: September, 2002 List Price(USD): $29.95 |
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