000			04936nam a22005295i 4500
001			978-0-387-72579-6
003			DE-He213
005			20161121230955.0
007			cr nn 008mamaa
008			100301s2008 xxu| s |||| 0|eng d
020			_a9780387725796 _9978-0-387-72579-6
024	7		_a10.1007/978-0-387-72579-6 _2doi
050		4	_aHF5415.2-5415.34
072		7	_aKJSM _2bicssc
072		7	_aBUS043060 _2bisacsh
082	0	4	_a658.83 _223
100	1		_aBlattberg, Robert C. _eauthor.
245	1	0	_aDatabase Marketing _h[electronic resource] : _bAnalyzing and Managing Customers / _cby Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.
264		1	_aNew York, NY : _bSpringer New York, _c2008.
300			_aXXIV, 872 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aInternational Series in Quantitative Marketing, _x0923-6716 ; _v18
505	0		_aIntroduction -- 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.
520			_aDatabase 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.
650		0	_aBusiness.
650		0	_aMarketing.
650		0	_aMarket research.
650		0	_aManagement.
650		0	_aIndustrial management.
650	1	4	_aBusiness and Management.
650	2	4	_aMarket Research/Competitive Intelligence.
650	2	4	_aMarketing.
650	2	4	_aManagement.
650	2	4	_aInnovation/Technology Management.
700	1		_aKim, Byung-Do. _eauthor.
700	1		_aNeslin, Scott A. _eauthor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9780387725789
830		0	_aInternational Series in Quantitative Marketing, _x0923-6716 ; _v18
856	4	0	_uhttp://dx.doi.org/10.1007/978-0-387-72579-6
912			_aZDB-2-SBE
950			_aBusiness and Economics (Springer-11643)
999			_c506684 _d506684