Cover Your Bases

• 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 Amazon.com, American Airlines, Bell Atlantic and American Express.

• The Direct Marketing Association (http://www.the-dma.org, 212-768-7277) offers a number of publications on direct mail, database marketing and related topics.

Contact Source

Data Miners Inc., gordon@data-miners.com, http://www.data-miners.com

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