Database Marketing PDF Download

Database Marketing PDF
Author: Robert C. Blattberg
Publisher: Springer Science & Business Media
ISBN: 0387725792
Size: 33.87 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 872
View: 3018

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Database Marketing Book 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)

Optimal Database Marketing PDF Download

Optimal Database Marketing PDF
Author: Ronald G Drozdenko
Publisher: SAGE
ISBN: 9780761923572
Size: 57.66 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 398
View: 928

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Optimal Database Marketing Book Description:

This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.

Direct And Database Marketing PDF Download

Direct and Database Marketing PDF
Author: Graeme McCorkell
Publisher: Kogan Page Publishers
ISBN: 9780749419608
Size: 16.52 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 315
View: 6084

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Direct And Database Marketing Book Description:

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.

The Next Step In Database Marketing Consumer Guided Marketing PDF Download

The Next Step in Database Marketing  Consumer Guided Marketing  PDF
Author: Dick Shaver
Publisher: John Wiley & Sons
ISBN: 9780471133599
Size: 36.28 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 482
View: 2885

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The Next Step In Database Marketing Consumer Guided Marketing Book Description:

"This book will help marketers broaden their focus beyond database segmentation techniques, regression analysis and modeling to . . . the real heart of the matter: What do consumers want, anyway?"--Beth Smith, Cofounder, Smith Browning Instructor, DMA's Basic Institute of Direct Marketing.

Advanced Database Marketing PDF Download

Advanced Database Marketing PDF
Author: Koen W. De Bock
Publisher: Routledge
ISBN: 1317185285
Size: 27.46 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 352
View: 5870

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Advanced Database Marketing Book Description:

While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

Perspectives On Promotion And Database Marketing PDF Download

Perspectives on Promotion and Database Marketing PDF
Author: Robert C. Blattberg
Publisher: World Scientific
ISBN: 9814287067
Size: 63.18 MB
Format: PDF
Category : Blattberg, Robert C., 1942-
Languages : en
Pages : 332
View: 7407

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Perspectives On Promotion And Database Marketing Book Description:

Quantitative marketing as a discipline started around the mid 60''s and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled ''Early Bob'', traces research which he completed during the first decade after he joined University of Chicago. The second part is titled ''Statistical Bob''. This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled ''Promotional Bob'', and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled ''Big Bob'', describes Robert''s contribution to and impact on marketing practice. The fifth part is titled ''Direct Bob'', and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value.The sixth and final part titled ''Micro-Macro Bob'', is not genre or area specific as much as an illustration of Robert''s overall research interests in marketing-mix modeling.

Statistical Modeling And Analysis For Database Marketing PDF Download

Statistical Modeling and Analysis for Database Marketing PDF
Author: Bruce Ratner
Publisher: CRC Press
ISBN: 9780203496909
Size: 55.94 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 384
View: 1811

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Statistical Modeling And Analysis For Database Marketing Book Description:

Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statisticians are searching for innovative new data mining techniques with greater predictive power, an attribute critical for reliable models and analyses. Statistical Modeling and Analysis for Database Marketing: Effective Techniques for Mining Big Data delivers a collection of successful database marketing methodologies for big data. This compendium solves common database marketing problems by applying new hybrid modeling techniques that combine traditional statistical and new machine learning methods. The book delivers a thorough analysis of these cutting-edge techniques, which include non-statistical machine learning and genetic intelligent hybrid models. By following the step-by-step procedures detailed in the text, database marketing professionals can learn how to apply the proper statistical techniques to any database marketing challenge. The practical case studies and examples provided involve real problems and real data, and are taken from a variety of industries, including banking, insurance, finance, retail, and telecommunications.

Health Services Marketing PDF Download

Health Services Marketing PDF
Author: Richard K. Thomas
Publisher: Springer Science & Business Media
ISBN: 0387736069
Size: 19.51 MB
Format: PDF
Category : Medical
Languages : en
Pages : 164
View: 4964

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Health Services Marketing Book Description:

For today’s busy health care professional, clinical expertise is not enough: one also has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for input. From promotions to pricing, this book clearly and succinctly explains the range of marketing activities and techniques, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game.