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Product: Book - Hardcover
Title: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program
Publisher: McGraw-Hill
Authors: Arthur M. Hughes
Rating: 5/5
Customer opinion - 5 stars out of 5
The Master Book


This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.



Product: Book - Paperback
Title: The Guru's Guide to Transact-SQL
Publisher: Addison-Wesley Professional
Authors: Ken Henderson
Rating: 5/5
Customer opinion - 5 stars out of 5
A programming classic


A friend gave me this book for my birthday and I must say -- it was a very fine present indeed. I have already put several of Mr. Henderson's techniques to use in my own work. The book is to the point and has character and depth that only the best books have. The best parts are (IMHO):
* The SELECT chapter -- everything you ever wanted to know about the SELECT statement, including many things that you'd never guess it could do
* The statistics chapter -- a cornocopia of techniques for extracting stastical info from large data banks
* The transactions chapter -- at long last, someone has finally spelled out how transactions work, with complete examples for each isolation level and complete explanation for the ramifications of each
* The tuning chapter -- the A-Z of tuning T-SQL queries -- everything from query hints to bcp hints to perfmon and everything in between
* The undocumented chapter -- finally someone has created a one-stop-shopping repository for that hidden info many of us in the business had used, but never had a reference for
I highly recommend this one. If you buy just one SQL Server book, get The Guru's Guide.



Product: Book - Hardcover
Title: The Unified Modeling Language User Guide
Publisher: Addison-Wesley Professional
Authors: Grady Booch, James Rumbaugh, Ivar Jacobson
Rating: 4/5
Customer opinion - 4 stars out of 5
Excellent Guide


The book is an excellent introduction to UML. It does have a college textbook style though.
What bugs me the most is that the treatment of UML flows from structural to behavioral. The authors treat basic and advanced structural modeling before they even pick up use-cases and basic behavioral modeling. This is not how the real world works.
In projects, during the first iteration, a lot more of behavioral modelling is done to gather user requirements. It would be more helpful if the book aligned itself to this Unified Process.



Product: Book - Paperback
Title: PC Annoyances, Second Edition
Publisher: O'Reilly & Associates
Authors: Steve Bass
Rating: 5/5
Customer opinion - 5 stars out of 5
Great Book


Steve; Just wanted to say thank you for the copy of your book.I have already started using some of the tips,and already can see an improvement in the performance of my PC. Thanks
again and keep up the good work
Ed McFadden