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Database marketing : analyzing and managing customers

Author: Robert C Blattberg; Pyŏng-do Kim; Scott A Neslin
Publisher: New York : Springer, 2008.
Series: International series in quantitative marketing, 18.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Describes the contemporary context of database marketing and its impact on business performance. This book presents database marketing tools, including how to collect the data and perform analysis. It is suitable for those interested in database marketing, customer relationship management and customer optimization.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Blattberg, Robert C., 1942-
Database marketing.
New York : Springer, 2008
(DLC) 2007936366
(OCoLC)212409900
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robert C Blattberg; Pyŏng-do Kim; Scott A Neslin
ISBN: 9780387725796 0387725792 9781441903327 1441903321
OCLC Number: 535264051
Description: 1 online resource (xxiv, 871 pages) : illustrations.
Contents: Introduction --
Why Database Marketing --
Organized for Database Marketing --
Customer Privacy in a CRM Environment --
LTV Fundamentals --
LTV Advanced Issues --
LTV Applications --
Sources of Data --
Test Design and Analysis --
The Predictive Modeling Process --
Foundations of Statistical Modeling --
RFM Analysis.- Market Basket Analysis --
Collaborative Filtering --
Discrete Dependent Variable and Duration Models --
Cluster Analysis --
Decision Trees --
Neural Networks --
Machine Learning --
Acquiring Customers --
Cross-Selling and Up-Selling --
Frequency Reward Programs --
Customer Tier Programs --
Churn Management --
Multi-Channel Customer Management --
Acquisition and Retention Management --
Communications Design --
Multi-Contact Customer Management --
Pricing --
Glossary of Database Marketing Terms --
Index.
Series Title: International series in quantitative marketing, 18.
Responsibility: Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.

Abstract:

Based on decades of research, teaching and application, this book presents a comprehensive treatment of database marketing. Integrating theory and practice, it offers rigorous models, methodologies  Read more...

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From the reviews: "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 Read more...

 
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