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Title: Desktop Database Marketing by Jack Schmid, Alan Weber ISBN: 0-8442-3235-1 Publisher: McGraw-Hill Companies Pub. Date: 01 December, 1997 Format: Hardcover Volumes: 1 List Price(USD): $49.95

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Average Customer Rating: 4.5 (2 reviews)

Rating: 4
Summary: Great and detailed book for this technique
Comment: Desktop Database Marketing is a primer on using current desktop technology to market your business in all forms. Not just how to get new customers, but how to maintain customer relations, how to create a decision support system, reporting on your data and multiple case studies. What makes it unique among database marketing books is that it is not filled with technical words or jargon but gets down to the real world of how to use the principles in the book. It starts with the basics of databases and moves into chapters on the economics of database marketing, designing the database, developing a strategy, customer loyalty, relationship marketing, customer cloning, financial planning and case studies. A full and complete text on desktop database marketing it is a good read for anyone planning to market this way that leaves nothing to chance.

Rating: 5
Summary: practical, useful and powerful
Comment: This book will help you grow your business! The authors approached the complex matter of database marketing with an easy step by step procedure that everyone can follow. I used the knowledge from this bok right after i read it-- it works. A must read for every marketing practitioner!

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