The Complete Database Marketer Second Generation Strategies And Techniques For Tapping The Power Of Your Customer Database
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The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database by Arthur Hughes Pdf
Presents information on database marketing and includes topics such as media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; and measured marketing in retail chains.
Optimal Database Marketing by Ronald G Drozdenko,Perry D Drake Pdf
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.
Author : Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Publisher : Springer Science & Business Media Page : 875 pages File Size : 51,5 Mb Release : 2010-02-26 Category : Business & Economics ISBN : 9780387725796
Database Marketing by Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Pdf
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)
INTRODUCTION TO DATA MINING WITH CASE STUDIES by G. K. GUPTA Pdf
The field of data mining provides techniques for automated discovery of valuable information from the accumulated data of computerized operations of enterprises. This book offers a clear and comprehensive introduction to both data mining theory and practice. It is written primarily as a textbook for the students of computer science, management, computer applications, and information technology. The book ensures that the students learn the major data mining techniques even if they do not have a strong mathematical background. The techniques include data pre-processing, association rule mining, supervised classification, cluster analysis, web data mining, search engine query mining, data warehousing and OLAP. To enhance the understanding of the concepts introduced, and to show how the techniques described in the book are used in practice, each chapter is followed by one or two case studies that have been published in scholarly journals. Most case studies deal with real business problems (for example, marketing, e-commerce, CRM). Studying the case studies provides the reader with a greater insight into the data mining techniques. The book also provides many examples, review questions, multiple choice questions, chapter-end exercises and a good list of references and Web resources especially those which are easy to understand and useful for students. A number of class projects have also been included.
The Advertising Age Encyclopedia of Advertising by John McDonough,Karen Egolf Pdf
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Data Mining, Rough Sets and Granular Computing by Tsau Young Lin,Yiyu Y. Yao,Lotfi A. Zadeh Pdf
During the past few years, data mining has grown rapidly in visibility and importance within information processing and decision analysis. This is par ticularly true in the realm of e-commerce, where data mining is moving from a "nice-to-have" to a "must-have" status. In a different though related context, a new computing methodology called granular computing is emerging as a powerful tool for the conception, analysis and design of information/intelligent systems. In essence, data mining deals with summarization of information which is resident in large data sets, while granular computing plays a key role in the summarization process by draw ing together points (objects) which are related through similarity, proximity or functionality. In this perspective, granular computing has a position of centrality in data mining. Another methodology which has high relevance to data mining and plays a central role in this volume is that of rough set theory. Basically, rough set theory may be viewed as a branch of granular computing. However, its applications to data mining have predated that of granular computing.
Author : Joseph H. Boyett,Jimmie T. Boyett Publisher : John Wiley & Sons Page : 252 pages File Size : 48,5 Mb Release : 2003-02-25 Category : Business & Economics ISBN : 9780471434269
The Guru Guide to Marketing by Joseph H. Boyett,Jimmie T. Boyett Pdf
Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.
Planting Flowers, Pulling Weeds by Janet Rubio,Patrick Laughlin Pdf
Introduces a powerful, ten-step approach to forging strong, life-long relationships with any company's most valuable customers Two former Dell executives turned Fortune 500 consultants reveal the incredibly successfully, ten-step program they instituted at the world's number-one PC manufacturer for finding profitable customers, building and maintaining lasting relationships with them, and allocating resources based on their bottom-line value: the Direct Impact Growth System. Rubio and Laughlin use fascinating and instructive case studies based on their experiences at Dell, Xerox, Citibank, Mercedes Benz, Braun, and other top international firms to demonstrate the system in action and its phenomenal results. Janet Rubio (Austin, TX) led Dell's direct marketing and catalog programs and oversaw its 20 million dollar promotional budget. In 1998 she founded Direct Impact, a top national marketing agency specializing in helping companies accelerate and control growth. Patrick Laughlin (Austin, TX) left IBM, where he was the company's top-ranking salesman, to join Dell as a marketing manager. At Dell, he developed a range of sales programs and customer evaluation tools.
Customer Segmentation and Clustering Using SAS Enterprise Miner, Third Edition by Randall S. Collica Pdf
A working guide that uses real-world data, this step-by-step resource will show you how to segment customers more intelligently and achieve the one-to-one customer relationship that your business needs. --
The Direct Marketing Cookbook by Daniel J. Polito Pdf
There are many books available on the technical theories that underlie direct marketing methods. This is not one of them! With The Direct Marketing Cookbook you will acquire the skill and knowledge needed to create successful direct marketing programs that garner profitable responses. Discover how to identify and create offers that sell, contact potential customers without being bothersome, gather needed customer information, turn responses into sales, and even how to dominate the marketplace in your industry. The Direct Marketing Cookbook teaches and guides both professionals and those responsible for marketing their businesses, how to successfully plan, develop, execute and manage direct marketing programs that can build their customer base and keep customers coming back. The simple truth is that many business professionals have little or no marketing experience, especially in the complex and confusing area of direct response marketing. Yet they are constantly challenged to acquire more of the right customers if they are ever to survive these difficult times. It makes no difference whether you work at AT&T, IBM, or as a consultant with a part-time secretary; The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers will provide you with an in-depth understanding of the system and techniques needed to master the process of developing successful direct marketing programs.
Rough Sets and Current Trends in Computing by James J. Alpigini,James F. Peters,Andrzeij Skowron,Ning Zhong Pdf
This volume contains the papers selected for presentation at the Third Inter- tional Conference on Rough Sets and Current Trends in Computing (RSCTC 2002) held at Penn State Great Valley, Malvern, Pennsylvania, U.S.A., 14–16 October 2002. Rough set theoryand its applications constitute a branch of soft computing that has exhibited a signi?cant growth rate during recent years. RSCTC 2002 provided a forum for exchanging ideas among manyresearchers in the rough set communityand in various areas of soft computing and served as a stimulus for mutual understanding and cooperation. In recent years, there have been a number of advances in rough set theoryand applications. Hence, we have witnessed a growing number of international workshops on rough sets and their applications. In addition, it should be observed that one of the beauties of rough sets and the rough set philosophyis that it tends to complement and reinforce research in manytraditional research areas and applications. This is the main reason that manyinternational conferences are now including rough sets into the list of topics.
Information Assurance and Security Ethics in Complex Systems: Interdisciplinary Perspectives by Dark, Melissa Jane Pdf
Information Assurance and Security Ethics in Complex Systems: Interdisciplinary Perspectives offers insight into social and ethical challenges presented by modern technology. Aimed at students and practitioners in the rapidly growing field of information assurance and security, this book address issues of privacy, access, safety, liability and reliability in a manner that asks readers to think about how the social context is shaping technology and how technology is shaping social context and, in so doing, to rethink conceptual boundaries.
