|
" Database marketing : "
Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.
| Document Type
|
:
|
BL
|
| Record Number
|
:
|
809523
|
| Doc. No
|
:
|
GBA786046b623539
|
|
|
:
|
07,N20,0025b623539
|
| Main Entry
|
:
|
Blattberg, Robert C.,1942-
|
| Title & Author
|
:
|
Database marketing : : analyzing and managing customers /\ Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.
|
| Publication Statement
|
:
|
New York :: Springer,, 2008.
|
| Series Statement
|
:
|
International series in quantitative marketing,; 18
|
| Page. NO
|
:
|
1 online resource (xxiv, 871 pages) :: illustrations
|
| ISBN
|
:
|
9780387725796
|
|
|
:
|
: 0387725792
|
|
|
:
|
: 9781441903327
|
|
|
:
|
: 1441903321
|
|
|
:
|
9780387725789
|
|
|
:
|
0387725784
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references and index.
|
| 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.
|
| Abstract
|
:
|
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.
|
| Subject
|
:
|
Database marketing.
|
| Subject
|
:
|
Consumer profiling.
|
| Subject
|
:
|
Science économique.
|
| Subject
|
:
|
Affaires.
|
| Subject
|
:
|
Economie de l'entreprise.
|
| Subject
|
:
|
Consumer profiling.
|
| Subject
|
:
|
Database marketing.
|
| Subject
|
:
|
Direktmarketing
|
| Subject
|
:
|
Datenbank
|
| Subject
|
:
|
Database-Marketing
|
| Dewey Classification
|
:
|
658.8/72
|
| LC Classification
|
:
|
HF5415.126
|
| NLM classification
|
:
|
QP 621rvk
|
|
|
:
|
QP 650rvk
|
|
|
:
|
004sdnb
|
|
|
:
|
WIR 803fstub
|
| Added Entry
|
:
|
Kim, Pyŏng-do,1958-
|
|
|
:
|
Neslin, Scott A.,1952-
|
| |