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International Series in Quantitative Marketing

Database Marketing

Analyzing and Managing Customers

Authors: Blattberg, Robert C., Kim, Byung-Do, Neslin, Scott A.

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  • The most comprehensive treatment of database marketing to date, this book covers all major practical and theoretical aspects of the 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 the book attractive to academics and professionals; it can be used as a text for courses in quantitative marketing techniques
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eBook $84.99
price for USA in USD
  • ISBN 978-0-387-72579-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA in USD
Softcover $109.99
price for USA in USD
About this Textbook

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

Reviews

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 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)


Table of contents (29 chapters)

Table of contents (29 chapters)

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-0-387-72579-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $159.99
price for USA in USD
Softcover $109.99
price for USA in USD
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Bibliographic Information

Bibliographic Information
Book Title
Database Marketing
Book Subtitle
Analyzing and Managing Customers
Authors
Series Title
International Series in Quantitative Marketing
Series Volume
18
Copyright
2008
Publisher
Springer-Verlag New York
Copyright Holder
Springer-Verlag New York
eBook ISBN
978-0-387-72579-6
DOI
10.1007/978-0-387-72579-6
Hardcover ISBN
978-0-387-72578-9
Softcover ISBN
978-1-4419-0332-7
Series ISSN
0923-6716
Edition Number
1
Number of Pages
XXIV, 872
Topics