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Title: If you're technical - read this book!
Review: This is a beast of a book for serious direct marketers only. Database heirarchies and the advantages and disadvantages of each for direct marketers. How to use statistics even if you didn't take statistics in college. Quantitative analysis and how to do it. It is challenging and thoroughly useful - but only if you really want to know the math, the mechanics and the structure of database marketing.
