Database marketing : analyzing and managing customers
Robert C. Blattberg, Byung-Do Kim and Scott A. Neslin
| Year of publication: |
2008
|
|---|---|
| Authors: | Blattberg, Robert C. ; Kim, Byung-Do ; Neslin, Scott A. |
| Publisher: |
New York, NY : Springer |
| Subject: | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | IT-gestütztes Marketing | Computer-assisted marketing | Kundenanalyse | Customer analysis | Kundendatenbank | Kundenmanagement | Marketinginformationssystem |
| Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] ; Description [swbplus.bsz-bw.de] |
freely available
| Extent: | XXIV, 871 S. Ill., graph. Darst. 229 mm x 152 mm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Literaturverz. S. 801 - 845 Introduction -- Why Database Marketing -- Organized for Database Marketing -- Customer Privacy in a CRM Environment -- LTV Fundamentals -- LTV Advanced Issues -- LTV Applications -- Sources of Data -- Test Design and Analysis -- The Predictive Modeling Process -- Foundations of Statistical Modeling -- RFM Analysis.- Market Basket Analysis -- Collaborative Filtering -- Discrete Dependent Variable and Duration Models -- Cluster Analysis -- Decision Trees -- Neural Networks -- Machine Learning -- Acquiring Customers -- Cross-Selling and Up-Selling -- Frequency Reward Programs -- Customer Tier Programs -- Churn Management -- Multi-Channel Customer Management -- Acquisition and Retention Management -- Communications Design -- Multi-Contact Customer Management -- Pricing -- Glossary of Database Marketing Terms -- Index. |
| ISBN: | 0-387-72578-4 ; 978-0-387-72578-9 ; 978-1-4419-0332-7 ; 978-0-387-72579-6 |
| Classification: | Marketing ; Betriebliche Information und Kommunikation |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003453087