Database Marketing: Analyzing and Managing Customers

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

Book Overview

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,...

• Format: Paperback
• Language: English
• ISBN: 1441903321
• ISBN13: 9781441903327
• Release Date: April 2009
• Publisher: Springer
• Length: 872 Pages
• Weight: 2.90 lbs.
• Dimensions: 1.7" x 6.1" x 9.1"