Strategic Database Marketing

by Rob Jackson, Paul Wang

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.

288 pages, Hardcover

First published July 11, 1994

About the author

Rob Jackson is the Chair of the Global Carbon Project, a Senior Fellow at Stanford’s Woods Institute for the Environment and Precourt Institute for Energy, and a professor of earth science at Stanford University. Through global scientific leadership and groundbreaking research, communications, and policy activities, Jackson’s work has reduced millions of tons of greenhouse gas emissions and improved human health, safety, and air and water quality. One of the top five most-cited climate and environmental scientists in the world, he has authored more than 400 peer-reviewed publications, and his writings have appeared in many outlets, including The New York Times, Scientific American, and The Washington Post. Jackson lives in Stanford, California.