Database Marketing PDF Download

Database Marketing PDF
Author: Robert C. Blattberg
Publisher: Springer Science & Business Media
Size: 69.29 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 872
View: 1034

Get Book


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, teaching, and application in the field, the authors present the most comprehensive treatment 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 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)

Direct And Database Marketing PDF Download

Direct and Database Marketing PDF
Author: Graeme McCorkell
Publisher: Kogan Page Publishers
Size: 57.48 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 315
View: 3713

Get Book


Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.

Optimal Database Marketing PDF Download

Optimal Database Marketing PDF
Author: Ronald G Drozdenko
Publisher: SAGE
Size: 77.12 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 398
View: 3192

Get Book


This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.

Principles Of Direct And Database Marketing PDF Download

Principles of Direct and Database Marketing PDF
Author: Alan Tapp
Publisher: Pearson Education
Size: 53.31 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 517
View: 1896

Get Book


This title offers a focussed discussion of direct marketing linking academic theory to the everyday practices in the commercial world.

Advanced Database Marketing PDF Download

Advanced Database Marketing PDF
Author: Asst Prof Koen W De Bock
Publisher: Gower Publishing, Ltd.
Size: 50.41 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 348
View: 1321

Get Book


While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

Statistical Modeling And Analysis For Database Marketing PDF Download

Statistical Modeling and Analysis for Database Marketing PDF
Author: Bruce Ratner
Publisher: CRC Press
Size: 64.12 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 384
View: 4241

Get Book


Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statisticians are searching for innovative new data mining techniques with greater predictive power, an attribute critical for reliable models and analyses. Statistical Modeling and Analysis for Database Marketing: Effective Techniques for Mining Big Data delivers a collection of successful database marketing methodologies for big data. This compendium solves common database marketing problems by applying new hybrid modeling techniques that combine traditional statistical and new machine learning methods. The book delivers a thorough analysis of these cutting-edge techniques, which include non-statistical machine learning and genetic intelligent hybrid models. By following the step-by-step procedures detailed in the text, database marketing professionals can learn how to apply the proper statistical techniques to any database marketing challenge. The practical case studies and examples provided involve real problems and real data, and are taken from a variety of industries, including banking, insurance, finance, retail, and telecommunications.

Perspectives On Promotion And Database Marketing PDF Download

Perspectives on Promotion and Database Marketing PDF
Author: Robert C. Blattberg
Publisher: World Scientific
Size: 47.70 MB
Format: PDF, Mobi
Category : Blattberg, Robert C., 1942-
Languages : en
Pages : 332
View: 7087

Get Book


Quantitative marketing as a discipline started around the mid 60''s and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled ''Early Bob'', traces research which he completed during the first decade after he joined University of Chicago. The second part is titled ''Statistical Bob''. This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled ''Promotional Bob'', and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled ''Big Bob'', describes Robert''s contribution to and impact on marketing practice. The fifth part is titled ''Direct Bob'', and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value.The sixth and final part titled ''Micro-Macro Bob'', is not genre or area specific as much as an illustration of Robert''s overall research interests in marketing-mix modeling.

Database Marketing Foundations PDF Download

Database Marketing Foundations PDF
Author:
Publisher:
Size: 10.85 MB
Format: PDF, Kindle
Category :
Languages : en
Pages :
View: 916

Get Book


Learn about database marketing?including how to implement methods and tools, how to build a strategy, and how to be legally compliant when working with data in marketing campaigns.

Health Services Marketing PDF Download

Health Services Marketing PDF
Author: Richard K. Thomas
Publisher: Springer Science & Business Media
Size: 30.15 MB
Format: PDF, ePub
Category : Medical
Languages : en
Pages : 164
View: 4713

Get Book


For today’s busy health care professional, clinical expertise is not enough: one also has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for input. From promotions to pricing, this book clearly and succinctly explains the range of marketing activities and techniques, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game.

Strategic Database Marketing PDF Download

Strategic Database Marketing PDF
Author: Arthur Hughes
Publisher: McGraw Hill Professional
Size: 69.71 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 437
View: 3046

Get Book


Web-focused strategies for turning a company’s customer list into its most powerful competitive advantage For more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more. Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book’s data and techniques. This substantially revised third edition features: A completely new chapter on modeling and appended data New details on fast-changing Web technologies and marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databases, one of marketing’s newest and most promising innovations

The New Direct Marketing How To Implement A Profit Driven Database Marketing Strategy PDF Download

The New Direct Marketing  How to Implement A Profit Driven Database Marketing Strategy PDF
Author: David Shepard Associates
Publisher: McGraw Hill Professional
Size: 76.74 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 736
View: 4255

Get Book


Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more

The Next Step In Database Marketing Consumer Guided Marketing PDF Download

The Next Step in Database Marketing  Consumer Guided Marketing  PDF
Author: Dick Shaver
Publisher: John Wiley & Sons
Size: 53.91 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 482
View: 1022

Get Book


"This book will help marketers broaden their focus beyond database segmentation techniques, regression analysis and modeling to . . . the real heart of the matter: What do consumers want, anyway?"--Beth Smith, Cofounder, Smith Browning Instructor, DMA's Basic Institute of Direct Marketing.