This book contains the wisdom of twenty years of database marketing experience from scores of companies throughout the US. I can heartily endorse Arthur's book for anyone who wants to know the state of the art in database marketing today. It is required reading for all of our employees. This book helps you to evaluate customers and how to communicate with them in a way that is relevant to their specific needs. Arthur's book compels people to act, and to become better marketers' - Chris Baggott, Cofounder and CMO, ExactTarget.This book provides techniques for linking database marketing with Internet technologies.
