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...

Cover Page -- Dedication -- Title Page -- Copyright Page -- Contents -- List of Figures -- List of Tables -- About the Editors -- List of Contributors -- Preface -- Introduction -- 1 The Brave New World of Database Marketing -- 2 Book Contents -- References -- PART I METHODS -- Chapter 1 Data...