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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: 0-07-058056-1 Publisher: McGraw-Hill Trade Pub. Date: 31 March, 1999 Format: Hardcover Volumes: 1 List Price(USD): $79.95 |
Average Customer Rating: 4.6 (5 reviews)
Rating: 5
Summary: Worth every dollar
Comment: As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.
I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips.
Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!
Rating: 5
Summary: The definitive book on direct marketing
Comment: Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics.
Relevant Topics include: Setting up a marketing database & using statistics to predict response &segment customers!
Rating: 5
Summary: A Reference Book with STep-By-Step How-To
Comment: This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!
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Title: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program by Arthur M. Hughes ISBN: 0071351825 Publisher: McGraw-Hill Trade Pub. Date: 16 May, 2000 List Price(USD): $39.95 |
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Title: Successful Direct Marketing Methods, Seventh Edition by Bob Stone, Ron Jacobs, H. Robert Wientzen ISBN: 0658001450 Publisher: McGraw-Hill Trade Pub. Date: 30 July, 2001 List Price(USD): $54.95 |
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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: Statistical Modeling and Analysis for Database Marketing: Effective Techniques for Mining Big Data by Bruce Ratner ISBN: 1574443445 Publisher: Chapman & Hall Pub. Date: 28 May, 2003 List Price(USD): $59.95 |
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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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