Strategic Database Marketing [Hardcover]

Robert Jackson (Author), Paul Wang (Author)

Book Description

Publication Date: July 11, 1998

Rob Jackson and Paul Wang have swept aside the confusion that surrounds database technology and replaced it with the knowledge and competitive spirit it takes to create the kind of marketing system that will drive the growth of every successful organization.

This important book looks into the future and shows marketers and business managers how to take advantage of the countless opportunities new technologies have made available to them. With the emergence of the database comes the means for organizations to communicate one-on-one with consumers­­and to tailor all products, messages, and customer services to meet and surpass customer expectations.

Strategic Database Marketing explains

• What the database is and how it can empower marketers
• The ABCs of database marketing
• The technology, its applications and capabilities
• Statistical techniques for market segmentation and profitability analysis
• The critical role of database marketing in business growth

Complete with a wealth of case histories that demonstrate database marketing in action, Strategic Database Marketing is the book to lead today's marketers onto the highway to the future.

Editorial Reviews

From the Back Cover

Rob Jackson and Paul Wang have swept aside the confusion that surrounds database technology and replaced it with the knowledge and competitive spirit it takes to create the kind of marketing system that will drive the growth of every successful organization.

This important book looks into the future and shows marketers and business managers how to take advantage of the countless opportunities new technologies have made available to them. With the emergence of the database comes the means for organizations to communicate one-on-one with consumers­­and to tailor all products, messages, and customer services to meet and surpass customer expectations.

Strategic Database Marketing explains

• What the database is and how it can empower marketers
• The ABCs of database marketing
• The technology, its applications and capabilities
• Statistical techniques for market segmentation and profitability analysis
• The critical role of database marketing in business growth

Complete with a wealth of case histories that demonstrate database marketing in action, Strategic Database Marketing is the book to lead today's marketers onto the highway to the future.

About the Author

Rob Jackson is Vice President of Marketing and Information Services at Donnelley Marketing, Inc., a leading U.S. direct marketing organization.

Jackson has more than 17 years' experience in direct marketing and database marketing with some of the top advertising and marketing companies in the United States, including May & Speh Direct, Tracy-Locke/BBDO, ITT, and J. Walter Thompson.

Jackson has specialized in development of target marketing programs and database marketing for both traditional direct marketers and consumer product marketers. He is considered an authority on customer and prospect targeting programs and the use of data enhancement for targeting.

Jackson is President of the Chicago Association of Direct Marketing and is an active member of the Direct Marketing Association. A frequent speaker, he also writes regularly on the subjects of database marketing and database enhancement for DM News and other industry publications.

Paul Wang is Assistant Professor in the graduate direct marketing program at Medill School of Journalism, Northwestern University. He is also the technical editor of the Journal of Direct Marketing. Wang specializes in database and direct marketing issues, and serves as a research consultant to a variety of companies developing database marketing programs. His Ph.D. is in communications studies from Northwestern University.

Product Details

• Hardcover: 288 pages
• Publisher: McGraw-Hill; 1 edition (July 11, 1998)
• Language: English
• ISBN-10: 0844232327
• ISBN-13: 978-0844232324
• Product Dimensions: 9.3 x 7.4 x 0.9 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,181,268 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

3.0 out of 5 stars lacks both theoretical depth and vivid real world cases, November 14, 1999

By 

M. Qiu "Book Idiot Qiu" (USA) - See all my reviews
(REAL NAME)   

This review is from: Strategic Database Marketing (Hardcover)

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.

4 of 4 people found the following review helpful:

1.0 out of 5 stars The Gideon Bible of the Database Marketing Profession, June 12, 2003

By 

Alex J. Caffarini - See all my reviews

This review is from: Strategic Database Marketing (Hardcover)

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.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Best "how-to" book for database marketing available !, November 25, 1998

By A Customer

This review is from: Strategic Database Marketing (Hardcover)

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 !