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 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.