Dozens of books have been written by database marketing and customer relationship management experts covering various aspects of the disciplines, but there isn't a single book or article that shows how to incorporate all of this wisdom into a coherent, overarching business strategy that includes both the database marketing strategy and the technology build. What's missing"and what's needed"is a clear, non-technical explanation of how all the parts should fit together to create a dynamic, customer-centric, productive business"without the endless acronyms and murky pools of technical jargon. 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. In addition, the book provides inside information about the actual business of database marketing, including knowing how to get the maximum benefit from working with an agency or supplier and, on the other side, how to work with a client. The Business of Database Marketing covers all the bases for the typical business reader.
About the Author: 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.