Read Books

The Complete Database Marketer, by Arthur Middleton Hughes (New York: McGraw-Hill, 1996).

Strategic Database Marketing, by Arthur Middleton Hughes (New York: McGraw-Hill, 2000).

The Loyalty Effect, by Frederick Reichheld (Boston: Harvard Business Press, 2001).

Loyalty Marketing, the Second Act, by Brian Woolf (Greenville, SC: Teal Books, 2002).

Customer Specific Marketing, by Brian Woolf (Greenville, SC: Teal Books, 1998).

Data Mining Cookbook, by Olivia Rud (New York: Wiley, 2000).