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Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing), by Robert C. Blattberg, Byung-Do Ki
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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)
- Sales Rank: #852563 in Books
- Brand: Brand: Springer
- Published on: 2009-04-17
- Original language: English
- Number of items: 1
- Dimensions: 1.70" h x 6.10" w x 9.10" l, 2.75 pounds
- Binding: Paperback
- 872 pages
- Used Book in Good Condition
Review
From the reviews:
"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)
From the Back Cover
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
Most helpful customer reviews
7 of 8 people found the following review helpful.
Great book on customer value, pricing and marketing databases
By Wayne L. Winston
I teach marketing spreadsheet models to MBA's at Indiana U's Kelley School. I love this book. Tons of useful information on customer value, pricing, optimizing direct mail profits and many other topics. If you want to catch up on many of the new developments in "marketing engineering" you should start here!
2 of 2 people found the following review helpful.
Great Detail!
By Jackpot
I loved this book and still haven't found ways to apply everything in it. It's full of information and all sorts of in-depth quantitative analysis - definitely the best book I've found on database marketing!
0 of 0 people found the following review helpful.
Most valuable book I own
By Amazon Customer
This is by far the greatest, most valuable book I own. I come from a physics background but now work at a retail company in marketing. I frequently use this book as reference when developing marketing models.
This is a boom that is focused on the math and business aspects, with no reference to writing code. Which is perfect for me as coding algorithms is something I have no problems with.
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