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Title: Strategic Database Marketing by Robert Jackson, Paul Wang ISBN: 0-8442-3232-7 Publisher: McGraw-Hill Trade Pub. Date: 11 July, 1998 Format: Hardcover Volumes: 1 List Price(USD): $39.95

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Average Customer Rating: 3 (3 reviews)

Rating: 1
Summary: The Gideon Bible of the Database Marketing Profession
Comment: If your job requires database marketing and you need to find ways to do it better, this book is not for you. This book appears to have been written more for the marketing manager who has database marketers reporting to him or her, but who has no direct involvement in the process. This book is just a basic overview of what database marketing is, with no practical use.
Even the examples appear contrived and not actual case studies.

Incidentally, years after purchasing this book, I took a database marketing course in my MBA program that was taught by the wife of one of the authors. Like the book, the course didn't offer much either. I ended up scrapping the book -- not passing it on, but tossing it -- shortly after that.

Rating: 3
Summary: lacks both theoretical depth and vivid real world cases
Comment: This book doesn't have a lot of real world business cases, a little bit boring. On the other hand, it doesn't have much theoretical depth either. As a practioner, I didn't find much useful info. inside.

Rating: 5
Summary: Best "how-to" book for database marketing available !
Comment: 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 !

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