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Joel Book

Co-founder/Managing Partner
Practicus.

Joel Book is the co-founder and managing partner of Practicus, a Kansas City based company specializing in customer marketing. Using leading-edge database management and one-to-one communications technology, Practicus helps companies execute highly-targeted direct mail and e-mail programs that enable dealers to acquire new customers, generate repeat buyers and build brand loyalty.

A veteran database marketing professional, Joel has led the creation and implementation of marketing and customer relationship management (CRM) solutions for numerous business-to-business and business-to-consumer companies. Among the clients with whom Joel has worked are Checkpoint Systems, American Cyanamid, Microsoft, Case IH, Upjohn (now Pharmacia Animal Health), Agilent Technologies (formerly Hewlett-Packard Test & Measurement), Hasbro, Outpost.com, The United States Mint, the Canadian

Imperial Bank of Commerce (CIBC), Allstate Insurance, CSFBdirect (now HARRISdirect), Warburg Pincus, Ralston Purina, Piper Aircraft Corporation, Peterbilt Motors Company, and The United Methodist Publishing House.

Prior to founding Practicus, Book was Director of CRM Consulting for PrimeResponse, a marketing technology company headquartered in Cambridge, Massachusetts. (Following a successful IPO in 2001, PrimeResponse was acquired by Chordiant Software of Cupertino, California). From 1997 to 1999, Joel was Director of the Integrated Marketing Solutions practice for DiaLogos, a Boston based CRM strategy and technology consultancy. From 1990 to 1997, he headed Book & Company, a consulting firm specializing in the development and implementation of solutions for strategic database marketing. Prior to founding his company, Joel was Vice President, Marketing Services at Farm Journal in Philadelphia where he created and ran the company’s highly successful database marketing services division that provided database management and integrated marketing communications solutions for Farm Journal advertisers.

Joel is a 1976 graduate of the University of Illinois where he earned a B.S. in Communications. He is a member of the Kansas City Direct Marketing Association and the Association for Interactive Marketing and is a frequent speaker at national conferences on CRM and relationship marketing. Articles by Book have appeared in iMarketing News, DM News, DIRECT, and CRM Project.




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