Database Marketing I am not the author -- this is one of my top references on the subject of database marketing. Robert C. Blattberg, Byung-Do Kim and Scott A. Neslin provide everything you need to know about quantitative marketing in this book. It's not an easy read, so think of it as a lifetime of learning.
Here's the overview from the back cover.
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.