Acknowledgments

In addition to the many people mentioned in this book, I want to recognize the special contribution of several individuals who have been instrumental in providing me with the ideas that have shaped my knowledge of database marketing:

• Paul Wang, Associate Professor of Database Marketing at Northwestern University. Paul and I gave 28 two-day seminars together from 1994 to 2000. Paul is an outstanding teacher and a great friend.

• Bob McKim and Evelyn Schlaphoff at msdbm in Los Angeles, where I worked for 2 years. Bob and Evie taught me a great deal about the use of the Web for database marketing. Their ideas illuminate these pages.

• Fredrick Reichheld, Professor at Harvard Business School, whose book The Loyalty Effect completely revised my thinking in a number of crucial areas.

• Beth Clough, Director of Partner Relations at msdbm, a good friend and an expert on database marketing, who provided valuable help in the editing of this book.

• Mike Brostoff, CEO of CSC Advanced Database Solutions in Schaumburg, Illinois, who has run this highly successful database company for 20 years. Mike and Jeff Lundal of CSC invited me to work there as vice president for business development. I have been thrilled to join their team to spread the good word on database marketing throughout the world.