<< 1 >>
Rating: 
Summary: Worth every dollar
Review: As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips. Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!
Rating: 
Summary: Good overview of database marketing
Review: David Shepard and his company are leaders in the application of data analysis to database marketing. This book covers everything from sources of marketing data to modeling techniques. It's more of a reference than a text book but it's a very good reference.
Rating:
Summary: Good overview of database marketing
Review: David Shepard and his company are leaders in the application of data analysis to database marketing. This book covers everything from sources of marketing data to modeling techniques. It's more of a reference than a text book but it's a very good reference.
Rating:
Summary: The definitive book on direct marketing
Review: Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics. Relevant Topics include: Setting up a marketing database & using statistics to predict response &segment customers!
Rating:
Summary: An Absolute book for any Marketer's Arsenal
Review: This book has it all! With insight into both traditional & direct marketing, Sheppard & Associates drill into all aspects of database marketing: Marketing,Client/Server Technology, Statistics, Research, and so on! I recommend this book for anyone who is interested in learning about direct marketing & database marketing. But make sure you have some time on your hands. It's not an easy read. In fact, you may want to first view the table of contents & decide what areas you would benefit from reading first. Then, read it again. People will think you have returned back to school by the book's size & weight! This book is on my shelf as one of the best "reference" tools to date. I catch myself referring back to it once a month.
Rating:
Summary: An Absolute book for any Marketer's Arsenal
Review: This book has it all! With insight into both traditional & direct marketing, Sheppard & Associates drill into all aspects of database marketing: Marketing,Client/Server Technology, Statistics, Research, and so on! I recommend this book for anyone who is interested in learning about direct marketing & database marketing. But make sure you have some time on your hands. It's not an easy read. In fact, you may want to first view the table of contents & decide what areas you would benefit from reading first. Then, read it again. People will think you have returned back to school by the book's size & weight! This book is on my shelf as one of the best "reference" tools to date. I catch myself referring back to it once a month.
Rating:
Summary: A Reference Book with STep-By-Step How-To
Review: This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!
Rating:
Summary: A Reference Book with STep-By-Step How-To
Review: This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!
<< 1 >>
| 
