Database Marketing and Data Mining

The Complete Database Marketer : Second-Generation Strategies and Techniques for Tapping the Power of Your Customer Database
by Arthur M. Hughes.

By the father of database marketing. Hughes' first book on database marketing remains a classic (see below). This book is the next chapter. Essential reading.

  Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program by Arthur M. Hughes. If you are looking for a primer on DB marketing, stop here. This book provides an excellent introduction to dB marketing. Tools and applications receive enough attention to whet your appetite, providing an excellent sense of when and how your organization can benefit from creative dB marketing.  
  Data Mining Techniques : For Marketing, Sales, and Customer Support by Michael J. A. Berry, Gordon Linoff  
  Data Mining Your Website by Jesus Mena.  
  The Data Warehouse Toolkit : Practical Techniques for Building Dimensional Data Warehouses by Ralph Kimball ***  
  The Data Webhouse Toolkit : Building the Web-Enabled Data Warehouse by Ralph Kimball, Richard Merz  
  e-Data: Turning Data into Information with Data Warehousing (Addison-Wesley Information Technology Series) by Jill Dyche,  
  Mastering Data Mining: The Art and Science of Customer Relationship Management by Michael J. A. Berry, Gordon Linoff  

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