Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communi

"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardr

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in th

Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statistici

Explains what database marketing is, what it can do, and how a company can implement it. Whether your company is large or small, it shows how to combine traditi