Optimal database marketing : strategy, development, and data mining
′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable...
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| Médium: | E-kniha Kniha |
| Jazyk: | angličtina |
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Thousand Oaks
Sage
2002
SAGE Publications, Incorporated SAGE Publications, Inc SAGE Sage Publications |
| Vydání: | 1 |
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| ISBN: | 0761923578, 9780761923572 |
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| Abstract | ′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer′ - Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. The book helps students gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. |
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| AbstractList | 'This book is accessible and highly readable, with an uncomplicated writing style. in short this is a book that unravels the mysteries of a vital but "back room" activity' - International Journal of Market Research
`This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry' - C. Samuel Craig, New York University, Stern School of Business
`This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer' - Kari Regan, Vice President, Database Marketing Services, The Reader's Digest Association
`Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!' - Patrick E. Kenny, Executive Vice President, Qiosk.com
`This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area' - Naomi Bernstein, Vice President, BMG Direct
This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is no other book on the market today that reveals this level of detail regarding database marketing applications - the how's, why's and when's.
Appropriate for advanced undergraduate and graduate courses, the book moves from general concepts and examples of marketing databases to more specific data analysis techniques used to enhance the marketing process.
This work:
- Draws on numerous examples from real businesses
- Includes applications to all direct marketing media including the Internet
- Describes in step-by-step detail how databases are developed, maintain and mined
- Considers both business and social issues of marketing databases
- Contains a sample database allowing the reader to apply the mining techniques
- Offers access to comprehensive package of academic support materials Check out the supplemental website! www.DrakeDirect.com/OptimalDM/"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. " - C. Samuel Craig, New York University, Stern School of Business "This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer" Kari Regan, Vice President, Database Marketing Services, The Reader’s Digest Association "Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!" - Patrick E. Kenny, Executive Vice President, Qiosk.com "This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area." - Naomi Bernstein, Vice President, BMG Direct "Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. " Mary Lou Roberts, Boston University and author of Direct Marketing Management "I think it is a terrific database marketing book, it’s got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. " - Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing "An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing." - Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division "This is an amazingly useful book for direct marketers on how to organize and analyze database information. It’s full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. " - Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University "The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives." - Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association "This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment " - Richard Hochhauser, President, Harte-Hanks Direct Marketing Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents. Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader’s Digest Association, most recently as the Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Marketing Master’s Degree program since Fall, 1998, currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing’s "1998-1999" Outstanding Master’s Faculty Award. Perry also lectures on testing and marketing financials for Western Connecticut State University’s Interactive Direct Marketing Certificate Program. Along with Ron, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursuing the area of interactive or direct marketing. Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economic ′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer′ - Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. The book helps students gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. |
| Author | Drake, Perry D. Drozdenko, Ronald G. |
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| Copyright | Copyright © 2002 by Sage Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any
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| Copyright_xml | – notice: Copyright © 2002 by Sage Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. |
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| Notes | Includes indexes Bibliography: p. 383-385 |
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Retrieved from . – reference: Customer service (2001). Retrieved from . – reference: GoldMine. (2001). Retrieved from . – reference: Allstate unit establishes information technology center in Northern Ireland; notes lack of U.S. computer programmers. (1998, October 24). Insurance Advocate. 109(42), 26. – start-page: 12 year: 1998 end-page: 12 article-title: Customers are eager, infrastructure lags publication-title: Advertising Age International – reference: Fingerhut to launch new e-mail, database marketing program. (2000, April 11). . – reference: IBM (2001). IBM zSeries (formerly S/390) solutions for business intelligence. Retrieved from . – reference: Full-size sport utility market import vs. domestic = status vs. utility. (1997, January 6). PR Newswire. – reference: LivePerson and Harris Interactive unveil the post-holiday customer satisfaction report. (2000, February 10). Business Wire. – start-page: 16 year: 1996 end-page: 16 article-title: To succeed in India, marketers must look beyond the numbers publication-title: Advertising Age International – volume: 11 start-page: 35 issue: 1 year: 2000 end-page: 42 article-title: You don't have a strategic plan?—Good! publication-title: Consulting to Management C2M – volume: 23 start-page: 5 issue: 2 year: 2000 end-page: 5 article-title: Count me in—opt-in, that is publication-title: Target Marketing – reference: Roberts, M., & Berger, P. (1999). Direct marketing management (2nd ed.). Upper Saddle River, NJ: Prentice Hall. – year: 2000 article-title: Improving e-mail response rates publication-title: DM News – reference: Direct Marketing Association (2000). Economic impact: U.S. direct marketing today (6th ed.) (chap. 1). 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(2001, May/June). 1to1 Magazine. – reference: eMarketer. (2001). Retrieved from . – volume: 23 start-page: 97 issue: 3 year: 2000 end-page: 97 article-title: Hispanic Americans, a crash course in culturally sensitive marketing publication-title: Target Marketing – volume: 61 start-page: 52 issue: 5 year: 1998 end-page: 52 article-title: IT are from Mars, and marketing are from Venus publication-title: Direct Marketing – start-page: 63 year: 2001 end-page: 78 article-title: Strategy and the Internet publication-title: Harvard Business Review – volume: 21 start-page: 29 issue: 4 year: 1998 end-page: 29 article-title: Global media choices publication-title: Target Marketing – reference: Drozdenko, R., & Cronin, J. (2001) [Consumer perceptions of multi-channel purchasing options]. Unpublished. – reference: Wunderman, L. (1998, October). Keynote address to Direct Marketing Association of Washington. – volume: 1 start-page: 1 issue: 11 year: 1997 end-page: 2 article-title: Lloyds, Citibank take dead aim on Brazil publication-title: Global Fund News – volume: 33 start-page: 1 issue: 19 year: 1999 end-page: 1 article-title: HIT the bricks publication-title: Marketing News – start-page: 25 year: 2000 end-page: 25 article-title: A multichannel effort yields the best results publication-title: iMarketing News – reference: Stone, B. (1996). Successful direct marketing methods (6th ed.). Lincolnwood, IL: McGraw Hill-NTC. – year: 2001 article-title: Study: $2.1 billion to be spent on e-mail marketing in 2001 publication-title: iMarketing News – start-page: 32 year: 2001 end-page: 32 article-title: Establishing a Web presence in the UK publication-title: DM News – reference: Jackson, R., & Wang, P. (1997. Strategic database marketing. Lincolnwood, IL: McGraw Hill-NTC. – year: 2000 article-title: Pleasantville, NY: Pop. 30 million publication-title: Direct – reference: P&G makes AOL debut with mouthwash ads. (1999, March 1). Marketing News, 1. – reference: CVS launches first integrated promotion. (2000, April 11). . – year: 2001 article-title: Just for you publication-title: Direct – reference: Mena, J. (1999). Data mining your website. Boston: Digital Press. – reference: Regression modeling turns CareerTrack's DM campaign from static to dynamic. (1998, March 12). . – reference: Ansoff, I. (1988. The new corporate strategy. New York: Wiley. – reference: First Union banks on fibre optic expertise from Amdahl. (2001). Retrieved October 1, 2001 from . – volume: 2 6 start-page: 16 year: 1998 end-page: 17 article-title: Zen and the art of marketing cards to Asian consumers publication-title: Card Marketing |
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| Snippet | ′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer... Check out the supplemental website! www.DrakeDirect.com/OptimalDM/"Destined to be the definitive guide to database marketing applications,... 'This book is accessible and highly readable, with an uncomplicated writing style. in short this is a book that unravels the mysteries of a vital but "back... |
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| SubjectTerms | Database marketing Digital Marketing Electronic commerce |
| TableOfContents | Cover -- Contents -- Preface -- Foreword -- 1 - Introduction to Database Marketing Concepts -- 2 - Strategic Database Development in the Marketing Planning Process -- 3 - Defining Customer Data Requirements -- 4 - Database Maintenance and Coding -- 5 - Basic Database Technology, Organizational Considerations, and Database Planning -- 6 - The Analysis Sample -- 7 - Analyzing and Manipulating Customer Data -- 8 - Segmenting the Customer Database -- 9 - An Introduction to Simple Linear Regression Modeling -- 10 - Multiple Regression Modeling -- 11 - Gains Charts and Expected Profit Calculations -- 12 - Strategic Reporting and Analysis -- 13 - Assessing Marketing Test Results -- 14 - Planning and Designing Marketing Tests -- 15 - Marketing Databases and the Internet -- 16 - Analyzing and Targeting Online Customers -- 17 - Issues in the Marketing Environment and Future Trends In Marketing Databases -- Glossary -- References -- Name Index -- Subject Index Introduction to Database Marketing Concepts -- Strategic Database Development in the Marketing Planning Process -- Defining Customer Data Requirements -- Database Maintenance and Coding -- Basic Database Technology, Organizational Considerations, and Database Planning -- The Analysis Sample -- Analyzing and Manipulating Customer Data -- Segmenting the Customer Database -- An Introduction to Simple Linear Regression Modeling -- Multiple Regression Modeling -- Gains Charts and Expected Profit Calculations -- Strategic Reporting and Analysis -- Assessing Marketing Test Results -- Planning and Designing Marketing Tests -- Marketing Databases and the Internet -- Analyzing and Targeting Online Customers -- Issues in the Marketing Environment and Future Trends in Marketing Databases |
| Title | Optimal database marketing : strategy, development, and data mining |
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