Strategic Database Marketing: The Masterplan For Starting

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.

Before his songs would be incorporated in the creation of Kanye West’s “Father Stretch My Hands Pt. 1” and before being charged with encouraging his members to participate in a pyramid scheme, Rev. T.L. Barnett, Jr., was riding the rippling momentum of his 1971 debut album ahead of a 1973 release on Gospel Truth. On “I Found the Answer,” Barrett boasts that in his Youth for Christ Choir he’s “made something from nothing,” finding his own talent for music without any formal training and harnessing his leadership enough to shepherd a sprawling, young choir to success in the recording industry.