Database Marketing : Analyzing and Managing Customers

Blattberg, Robert C.; Kim, Byung-do; Neslin, Scott A.

ISBN 10: 1441903321 / ISBN 13: 9781441903327

Verlag: Springer, 2009

Beschreibung

Unread book in perfect condition. Bestandsnummer des Verkäufers 6333062

Bibliografische Details

Titel: Database Marketing : Analyzing and Managing ...

Verlag: Springer

Erscheinungsdatum: 2009

Einband: Softcover

Zustand: As New

Über diesen Titel

Inhaltsangabe:

Unusual book

Críticas:

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)