Database Marketing

Database Marketing

4.11 - 1251 ratings - Source

Based on decades of research, teaching and application, this book presents a comprehensive treatment of database marketing. Integrating theory and practice, it offers rigorous models, methodologies and techniques illustrated through numerous examples.This is an essential read for those interested in database marketing, customer relationship management and customer optimization.aquot; (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) aquot;In this tour de force of careful scholarship, the ...

Title:Database Marketing
Author:Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
Publisher:Springer Science & Business Media - 2008-01-23


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