Optimal Database Marketing PDF Download

Optimal Database Marketing PDF
Author: Ronald G Drozdenko
Publisher: SAGE
Size: 39.10 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 398
View: 5337

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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.

Database Marketing PDF Download

Database Marketing PDF
Author: Robert C. Blattberg
Publisher: Springer Science & Business Media
Size: 11.40 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 872
View: 5274

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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)

Customer Relationship Management PDF Download

Customer Relationship Management PDF
Author: Francis Buttle
Publisher: Routledge
Size: 16.87 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 500
View: 4860

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Embraces both the theoretical background and the practical implementation of CRM strategy. Also comprises of elements of marketing, accounting, human resources, information technology and strategic management to ensure that it provides a comprehensive and fully developed introductory text.

Direct Marketing Management PDF Download

Direct Marketing Management PDF
Author: Mary Lou Roberts
Publisher: Prentice Hall International (UK)
Size: 50.29 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 447
View: 5033

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This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Perspectives On Promotion And Database Marketing PDF Download

Perspectives on Promotion and Database Marketing PDF
Author: Robert C. Blattberg
Publisher: World Scientific
Size: 71.83 MB
Format: PDF, ePub, Docs
Category : Blattberg, Robert C., 1942-
Languages : en
Pages : 332
View: 6540

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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.

Advanced Database Marketing PDF Download

Advanced Database Marketing PDF
Author: Asst Prof Koen W De Bock
Publisher: Gower Publishing, Ltd.
Size: 19.72 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 348
View: 3948

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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.

Basic Marketing Research PDF Download

Basic Marketing Research PDF
Author: Alvin C. Burns
Publisher: Prentice Hall
Size: 12.27 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 510
View: 3264

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This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst ) designed specifically to use the power of Excel for marketing research applications. XL Data Analyst also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format. All marketing research concepts are presented simply and intuitively. KEY TOPICS: 11 Step marketing research process; the industry; ethical issues, global applications. Basic descriptive statistics, confidence intervals and hypothesis testing, differences tests through one-way ANOVA, cross-tabulation/Chi-square, Pearson Correlation, and simple and multiple regression are all comprehensively covered. This is the ideal book for those who wish to teach basic marketing research to undergraduate students without learning cumbersome statistical analysis software but who have access to Excel". The XL Data Analysis Add-in is easy to master and use and performs analyses such as tests of proportions and hypothesis tests for percentages, not typically available on standard statistical analysis software.

Book Review Index PDF Download

Book Review Index PDF
Author: Gale Group
Publisher: Book Review Index Cumulation
Size: 36.37 MB
Format: PDF
Category : Literary Criticism
Languages : en
Pages :
View: 6155

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'Book Review Index' provides quick access to reviews of books, periodicals, books on tape and electronic media representing a wide range of popular, academic and professional interests. More than 600 publications are indexed, including journals and national general interest publications and newspapers. 'Book Review Index' is available in a three-issue subscription covering the current year or as an annual cumulation covering the past year.

Marketing Database Analytics PDF Download

Marketing Database Analytics PDF
Author: Andrew D. Banasiewicz
Publisher: Routledge
Size: 80.57 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 400
View: 5081

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Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification Establishes the importance of database analytics, integrating both business and marketing practice Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data Includes cases and exercises to guide students’ learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Emarketing PDF Download

EMarketing PDF
Author: Seth Godin
Publisher: Perigee
Size: 68.15 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 262
View: 1960

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A marketing guide for small business owners, entrepreneurs, directors, and other individuals demonstrates profit potential from such new technologies as computer bulletin boards, infomercials, 800- and 900-numbers, FAX, the Internet, and CD-ROM. Original.