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Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing)

Amazon.com Price:  $67.96 (as of 08/05/2019 18:18 PST- Details)

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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 ability to analyze customer data to inform and give a boost to 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 remedy 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 contemporary topics in customer management models. It is an absolute will have to for marketers who need 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 will have to 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 is the reason where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts in point of fact 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 transform 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)


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