Acknowledgments
Virtually all the ideas that you will read in this book have occurred to me as a result of stimulating contact with the many master database and Internet marketers quoted in these pages. If you find useful concepts in this book, it comes about because in writing it, “I stood on the shoulders of giants.” I particularly want to acknowledge my gratitude to several who helped me in special ways:
Paul Wang, Associate Professor of Marketing, Northwestern University. Paul and I gave 20 two-day seminars together to more than 1,200 database marketers over a five-year period. Paul, more than anyone except Helena, is responsible for the success I have had in this field.
Frederick Reichheld, author of The Loyalty Effect. This amazing book, ...
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