Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin: Database Marketing : Analyzing and Managing Customers


Description
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. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach-though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story - in case after case - which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
'An evocative portrait of a forgotten period of Britain's farming history...is an ode both to the soil, and those who have worked it alongside her' Daily Telegraph Joan Bomford wanted to be a farmer so much she always wore a tie like her dad. She ran away from school whenever she could to help him. As an 8 year-old she was the first person in the family to drive a tractor. No job was ever too tough for her. Now aged 83, she's still as active, still driving tractors, still feeding the farm's beef cattle and horses, and still giving riding lessons. This is her account of a lifelong Database Marketing : Analyzing and Managing Customers free ebook love-affair with the land and the people who work on it. With the warmth and wit of a born story teller, she tells us what it's been like to live through an era of enormous change, her love of animals kindled by her father's shire horses who did all the heavy work until machinery took over. Up With The Lark is not only the portrait of a forgotten era, but also the story of one woman's overwhelming desire to do the thing she cared about more than anything else - being Farmer Joan.
____________________________
Author: Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin
Number of Pages: 872 pages
Published Date: 30 May 2009
Publisher: Springer-Verlag New York Inc.
Publication Country: New York, NY, United States
Language: English
ISBN: 9781441903327
Download Link: Click Here
____________________________
Tags:
rar, rarpaperback, mobi, download book, Read online,download epub, Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin epub download, Database Marketing : Analyzing and Managing Customers zip,book review, fb2, epub download, kindle, iPhone, facebook, download pdf, for mac, free pdf, download ebook, free ebook, ebook, for PC, zip, iOS, pocket, iPad,read book Database Marketing : Analyzing and Managing Customers by Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin iOS,ebook pdf, download torrent,
The National Curriculum in England - Handbook for Primary Teachers download epub
Who Was Abraham Lincoln?