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Informationen zum Autor 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. Klappentext 'This book is accessible and highly readable, with an uncomplicated writing style... in short this is a book that unravels the mysteries of a vital but "back room" activity' - International Journal of Market Research `This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry' - C. Samuel Craig, New York University, Stern School of Business `This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders ev...
