Optimal Database Marketing: Strategy, Development, and Data Mining / Edition 1

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Overview

Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents. Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader's Digest Association, most recently as the Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Mar

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Editorial Reviews

Booknews
This book offers in-depth, practical coverage of strategic and tactical decisions involved in marketing database development, maintenance, and mining. It describes methods for monitoring the vitality of an organization's customer base, outlines steps involved in developing a database strategy, and provides rules for building robust response models. It reviews basics of database technology needed for communicating with IT professionals, and discusses the impact of global, social, and ethical issues on database marketing. Learning features include chapter summaries and review questions. Drozdenko is professor and chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. Drake is a database marketing consultant. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780761923572
  • Publisher: SAGE Publications
  • Publication date: 4/1/2002
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 424
  • Product dimensions: 7.20 (w) x 10.00 (h) x 1.20 (d)

Meet the Author

Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more that 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research and Consumer Behavior. He is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in the model curriculum.

Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing, research and development departments of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology and the Academy of Marketing Sciences.


Perry D. Drake has been involved in the direct marketing industry for approximately 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in the strategic use of customer data (www.DrakeDirect.com). Prior to this, Perry worked for approximately eleven years in a variety of quantitative and marketing roles at The Reader’s Digest Association, including Associate Director of Magazine Circulation Marketing and Director of Marketing Services.

In addition to consulting, Perry has taught at New York University in the Direct Marketing Master’s Degree program since Fall, 1998 currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing’s "1998-1999" Outstanding Master’s Faculty Award." Perry also lectures on testing and marketing financials for Western Connecticut State University’s Interactive Direct Marketing Certificate Program. Along with Dr. Drozdenko, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing.

Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri.

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Table of Contents

Chapter 1. Introduction to Database Marketing Concepts
Chapter 2. Databases in the Marketing Planning Process and the Organization
Chapter 3. Defining Customer Data Requirements
Chapter 4. Database Maintenance and Coding
Chapter 5. Basic Database Technology, Organizational Considerations, and Database Planning
Chapter 6. The Analysis Sample
Chapter 7. Analyzing and Manipulating Customer Date
Chapter 8. Segmenting the Customer Database Data
Chapter 9. An Introduction to Simple Linear Regression Modeling
Chapter 10. Multiple Regression Modeling
Chapter 11. Gains Charts and Expected Profit Calculations
Chapter 12. Strategic Reporting and Analysis
Chapter 13. Assessing Marketing Test Results
Chapter 14. Planning and Designing Marketing Tests
Chapter 15. Marketing Databases and the Internet
Chapter 16. Analyzing and Targeting Online Customers
Chapter 17. Issues in the Marketing Environment and Future Trends in Marketing Databases
About the Authors
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