The Business of Database Marketing

Hasn?t pretty much everything that needs to be said about the subject already been written?Well, no. Dozens of books have been written by database marketing and customer relationship management experts covering various aspects of the disciplines, including calculation of lifetime value, developing models to make database marketing efforts work better, implementing one-to-one marketing, selecting the right lists, and an endless array of other direct marketing, database marketing,and CRM subjects. But there isn?t a single book or article that shows how to incorporate all of this wisdom into a coherent, overarching business strategy. Also, there is a crying need for a book that approaches the problem the way business people live and work: by defining the problems and objectives and then identifying the technology that will fix those problems and achieve those objectives, not the other way around. The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 ?Best Practices? and a roundup of some of the major ?Dos and Don?ts? in making business sense of the world of database marketing. It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business.

Richard N. Tooker has more than 30 years’ experience in direct marketing and database marketing with a track record of achievement in creating winning marketing strategies, database marketing program design and execution, technical innovation and strategic partnerships. In his present role as solutions architect at KnowledgeBase Marketing (KBM), he assists KBM’s account services and business development teams in the development of appropriate database marketing strategies for the firm’s clients and prospects. Tooker has created and managed database programs across multiple industries including insurance, banking, consumer finance, retail, business-to-business, fundraising, membership, dealer organizations, publishing, and association marketing. He also has a deep understanding of interactive marketing and has led Internet development and interactive initiatives for major direct marketing agencies. Tooker is a highly-rated and sought-after speaker at conferences both in the United States and abroad, including programs sponsored by the Direct Marketing Association, the National Center for Database Marketing, the Bank Marketing Association, and the European Direct Marketing Association. He is an advisory board member and guest lecturer at the Interactive Marketing Institute at Virginia Commonwealth University and a frequent contributor to direct marketing industry trade publications.