Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more that 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research and Consumer Behavior. He is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in the model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing, research and development departments of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology and the Academy of Marketing Sciences. Perry D. Drake has been involved in the direct marketing industry for approximately 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in the strategic use of customer data (www.DrakeDirect.com). Prior to this, Perry worked for approximately eleven years in a variety of quantitative and marketing roles at The Reader's Digest Association, including Associate Director of Magazine Circulation Marketing and Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Marketing Master's Degree program since Fall, 1998 currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing's "1998-1999" Outstanding Master's Faculty Award." Perry also lectures on testing and marketing financials for Western Connecticut State University's Interactive Direct Marketing Certificate Program. Along with Dr. Drozdenko, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri.
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Description
Chapter 1. Introduction to Database Marketing Concepts Chapter 2. Databases in the Marketing Planning Process and the Organization Chapter 3. Defining Customer Data Requirements Chapter 4. Database Maintenance and Coding Chapter 5. Basic Database Technology, Organizational Considerations, and Database Planning Chapter 6. The Analysis Sample Chapter 7. Analyzing and Manipulating Customer Date Chapter 8. Segmenting the Customer Database Data Chapter 9. An Introduction to Simple Linear Regression Modeling Chapter 10. Multiple Regression Modeling Chapter 11. Gains Charts and Expected Profit Calculations Chapter 12. Strategic Reporting and Analysis Chapter 13. Assessing Marketing Test Results Chapter 14. Planning and Designing Marketing Tests Chapter 15. Marketing Databases and the Internet Chapter 16. Analyzing and Targeting Online Customers Chapter 17. Issues in the Marketing Environment and Future Trends in Marketing Databases About the Authors