Customer Reviews

Strategic Database Marketing

5 star:		(2)
4 star:		(0)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

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.

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.

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 !

This is an excellent book if your are new to database marketing (or have a staff member new to database marketing). It is very easy to read and and explains database marketing in the simplist terms.

It is not a book for the advanced database marketer, nor does it cover advanced strategies. Paul Wang is very knowledgeable and I have seen several of his (and Arthur Hughes) presentations through the DMA.