The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy

by Rajeev Batra and David Shepard Associates

This revised and updated third edition of the text includes detailed coverage of late-1990s developments in modelling, statistical analysis, data warehouses, decision support, CHAID, and the use of... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0070580561
• ISBN13: 9780070580565
• Release Date: March 1999
• Publisher: McGraw-Hill
• Length: 716 Pages
• Weight: 4.40 lbs.
• Dimensions: 1.6" x 8.8" x 11.2"

Customer Reviews

If you're technical - read this book!

This is a beast of a book for serious direct marketers only. Database heirarchies and the advantages and disadvantages of each for direct marketers. How to use statistics even if you didn't take statistics in college. Quantitative analysis and how to do it. It is challenging and thoroughly useful - but only if you really want to know the math, the mechanics and the structure of database marketing.

Buy this Book!

If you are looking to find a good book with examples, theorems and formulas about marketing data base promotion techniques, then buy this book it worth the money. I'd pay even more to have this book. The authors show in detail how to segment your database using multiple formulas and techniques to reach each segment of your customers. I encouradge anyone, students, professors or directors involved in the marketing business to buy this book.

Worth every dollar

As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips.Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!

The definitive book on direct marketing

Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics.Relevant Topics include: Setting up a marketing database & using statistics to predict response & segment customers!

A Reference Book with STep-By-Step How-To

This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!