Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program Book

I recently started a job where I had to come up with a database marketing strategy, and this book was invaluable. It pretty much covers every aspect of database marketing you could want to know about, from email marketing through to direct mail and web advertising.

The level of detail is perfect - in-depth enough to go into the key metrics and strategies that you need to effectively utilise a marketing database but not so technical that you need to know anything about the technology underlying the database. With chapters on things like Recency Frequency Monetary (RFM) scores, Lifetime Value calculations and plenty of other good stuff, anybody who wants to undertake modern CRM marketing will find it invaluable.

The hard copy is a bit pricy, but it's such a great book just to be able to flip open and refer to, that it's worth the investment.