Cover Your Bases

Next Step

  • Data Mining Techniques: For Marketing, Sales and Customer Support by Gordon S. Linoff and Michael J.A. Berry (John Wiley & Sons) offers an overview of turning the information in your database into gold.
  • Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin and Don Peppers (Simon & Schuster) delves into the strategies of several companies that successfully practice permission marketing, including, American Airlines, Bell Atlantic and American Express.
  • The Direct Marketing Association (, 212-768-7277) offers a number of publications on direct mail, database marketing and related topics.

Contact Source

Data Miners Inc.,,

« Previous 1 2 3 4 5 Page 6

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the February 2000 print edition of Entrepreneur with the headline: Cover Your Bases.

Loading the player ...

Former Apple CEO John Sculley: For Steve Jobs and Bill Gates, Money Wasn't No. 1

Ads by Google

Share Your Thoughts

Connect with Entrepreneur

Most Shared Stories