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Title: Great introduction to the possibilities of DB Marketing
Review: This books offers a nice overview of the various possibilities of database marketing and how it can be applied to get and retain customers. The chapters on analyses and database building have been written by others than Nash and turned out to be the least usefull in the book since they don't really explain 'how' to use the various concepts and their writing style is very different from Nash'. The rest of the book is an enthusiastic guide into Databasew Marketing with lots of short case studies for B-to-B, B-to-C and financial marketing. The book is already 6 years old and needs a bit of an update really since some of the technologies and trends which are discussed are already out of date. Still a very pleasant and informative book for people who just entered the field of DBM.
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