Strategic Database Marketing

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.

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 forboth 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.