Contemporary Database Marketing: Concepts and Applications
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Book Reviews Contemporary Database Marketing: Concepts and Applications Martin Baier, Kurtis Ruf and Goutam Chakraborty RACOM Communications, 2002; 314pp; hardback; $89.95; ISBN 0-9704515-1-2
Book plus CD course
Sound principles
Effort required Aid to teaching
If Martin Baier were not already in the Direct Marketing Hall of Fame, this book would surely take him a step or two on the way. Contemporary Database Marketing is more than just a good book. Literally. As befits a direct marketing title, the dust jacket is adorned with a pink day-glo star-burst sticker. It bears the words ‘Includes Free CD’. (If you have a good offer, flaunt it.) In truth, this is underselling the value of the CD-ROM whose clear plastic sleeve is glued on to the inside back cover of the book. For it is no ordinary CD. This CD turns a good book into an excellent course. This is — or should be — the future of business textbooks. The CD is largely the work of co-author Kurtis Ruf, partner of Ruf Strategic Solutions, a marketing research and database modelling company based in Kansas. His late father, Jake, developed the first relational database language to be made commercially available (IMPRS) and the first US systems for clustering households and businesses. Lead author Martin Baier is known as ‘the father of zip code marketing’ and is probably America’s most eminent direct marketing educator. Goutam Chakraborty is the highly experienced associate professor of marketing at Oklahoma State University, where he teaches interactive and database marketing. If some of these credentials are steeped in history, the only things that are old-fashioned about Contemporary Database Marketing are the plain English in which it is written and the sound principles upon which it is based. Knowing nothing of direct marketing and using Contemporary Database Marketing as their sole guide, your newest recruits could become competent database marketers, thanks to Messrs Baier, Ruf and Chakraborty. All for $89.95 a copy (from Amazon). However, before you order your first copy there are one or two things you should bear in mind. The book demands considerable effort and no little intelligence to grasp the statistical concepts that are essential to database marketing. While it can (and doubtless will) be used as a selfstudy course, it is primarily intended as an aid to teaching. Even as an experienced direct marketer, you will find material here that will make you stop and think. The book is divided into four sections: — The Fundamentals of Database Marketing
& H E N R Y S T E W A R T P U B L I C AT I O N S 1 4 7 8 - 0 8 4 4 . I n t e r a c t i v e M a r k e t i n g . V O L . 4 N O . 3 . PP 305–310. JANUARY/MARCH 2 0 0 3
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Book Reviews — Essentials of Information Gathering and Analysis — Database Marketing Strategies and Program Applications — Cases: The Mountain and Valley Resort Ski and Guest Databases. Workshops
Challenging and fundamental
The CD gives handson experience with actual databases
306
At the end of each of the 14 chapters there are worksho
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