Overview
- Most comprehensive treatment to date of database mktg.; covers all major practical and theoretical aspects of field
- Presents quantitative models, techniques and methodologies for analyzing customer data and making sound business decisions
- Includes case examples to demonstrate application of principles and techniques
- Organizational structure and integration of research, analytics and applications make book attractive to academics and professionals; can be used as text for courses in quant. mktg techniques
Part of the book series: International Series in Quantitative Marketing (ISQM, volume 18)
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Table of contents (29 chapters)
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Front Matter
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Strategic Issues
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Front Matter
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Customer Lifetime Value (LTV)
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Front Matter
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Database Marketing Tools: The Basics
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Front Matter
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Database Marketing Tools: Statistical Techniques
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Front Matter
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Keywords
About this book
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 carefulscholarship, 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)
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 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)
Authors and Affiliations
Bibliographic Information
Book Title: Database Marketing
Book Subtitle: Analyzing and Managing Customers
Authors: Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
Series Title: International Series in Quantitative Marketing
DOI: https://doi.org/10.1007/978-0-387-72579-6
Publisher: Springer New York, NY
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag New York 2008
Hardcover ISBN: 978-0-387-72578-9Published: 23 January 2008
Softcover ISBN: 978-1-4419-0332-7Published: 17 April 2009
eBook ISBN: 978-0-387-72579-6Published: 26 February 2010
Series ISSN: 0923-6716
Series E-ISSN: 2199-1057
Edition Number: 1
Number of Pages: XXIV, 872
Topics: Market Research/Competitive Intelligence, Marketing, Management, Innovation/Technology Management