October 16, 2006, Richardson, TX - Does the world really need another book on database marketing? In his new book The Business of Database Marketing (Racom Books-www.Racombooks.com, Sept. 30, 2006; text plus CD, $49.95), Richard N. Tooker, vice president and solutions architect at KnowledgeBase Marketing, explains in clear non-technical language why the answer is a resounding “yes.” With entertaining, easy-to-understand descriptions he shows how every executive can incorporate all of the available marketing and technical wisdom and knowledge into a coherent, overarching business strategy that includes both the database marketing strategy and the technology “build.” Tooker’s work is the first book written to bridge the gap between the strategy and the “build.”

Tooker identifies and analyzes all the problems encountered and objectives established by companies wanting to implement a marketing database.  He then explains how the strategies and technologies that will fix the problems and achieve the objectives – all in an entertaining format and without endless acronyms and technical jargon-after the problems and objectives have been explored and established.

Tooker leaves no subject untouched, covering all the bases for the business reader–from determining and planning for marketing needs, to database enhancement, testing, measurement, and analytics; ROI determination; creative execution and all the other aspects from implementation to follow-through on the “business end.”  He’s also includes a catalog of the 37 best practices and a roundup of the major do’s and don’ts when jumping into the world of database marketing.

Numerous industry leaders have already praised Tooker’s contribution (see attached list), but database guru Arthur Middleton Hughes sums it up best: “No one who works in direct marketing should be without this valuable book.”

And he is not alone. Lester Wunderman, chairman emeritus and founder of Wunderman states, “Richard Tooker’s 30+ years experience have allowed him to share a unique perspective about the business end of database marketing, something that until now has been lacking in the available literature. The book is well-written, and entertains at the same time it conveys valuable advice to database marketers on both sides of the desk.”

“Filled with case study references, Tooker’s identification of the “universal constants of database marketing” is worth the price of admission. You cannot go wrong adding this one to your professional library. It has so many nuggets of information gold about a complicated subject it clearly qualifies as a mine. My advice: a “must read” for experienced pros and novices alike, “adds Don Jackson, chairman, JCG Group Ltd.

The Business of Database Marketing promises to be the one easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business. A CD of forms (including an ROI calculator) and presentations is included.

KnowledgeBase Marketing will conduct a free book signing at the DMA06 Conference at the Moscone Center in San Francisco on October 16th at 5:30PM in Booth 1526. Richard Tooker will provide a free book – and personally autograph it – to the first 50 visitors.

About the Author
Richard N. Tooker is a 30-year veteran of the direct marketing industry with a record of achievement in creating winning marketing strategies, product design and delivery, technical innovation and strategic partnerships. His role at KnowledgeBase Marketing is to assist KBM’s account services and business development teams in the development of appropriate database marketing strategies for the firm’s clients and prospects.

Tooker has created and managed database programs across multiple industries including insurance, banking, consumer finance, retail, business-to-business, fundraising, membership, dealer organizations, publishing, and association marketing. He also has a deep understanding of interactive marketing and has led Internet development and interactive initiatives for major direct marketing agencies.

Tooker is a highly rated speaker at conferences both in the United States and abroad including programs sponsored by the Direct Marketing Association, the National Center for Database Marketing, the Bank Marketing Association, and the European Direct Marketing Association. He is an advisory board member and guest lecturer at the Interactive Marketing Institute at Virginia Commonwealth University and a frequent contributor to direct marketing industry trade publications.