Optimal Database Marketing: Strategy, Development, and Data Mining

Check out the supplemental website! www.Drake Direct.com/Optimal DM/

"Destined to be the definitive guide to database marketing applications, analytical strategies and test design. "

- Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee

"This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail a…