Database Marketing Analyzing and Managing Customers /

• Main Authors: Blattberg, Robert C. (Author), Kim, Byung-Do (Author), Neslin, Scott A. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: New York, NY : Springer New York : Imprint: Springer, 2008.
• Series: International Series in Quantitative Marketing, 18
• Subjects: Business.; Marketing.; Market research.; Management.; Industrial management.; Business and Management.; Market Research/Competitive Intelligence.; Innovation/Technology Management.

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 br...