Database marketing is at the crossroads of technology, business
strategy, and customer relationship management. Enabled by
sophisticated information and communication systems, todaya (TM)s
organizations have the capacity to analyze customer data to inform
and enhance every facet of the enterprisea "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, and illustrating them
through dozens of examples, the authors cover the full spectrum of
principles and topics related to database marketing. The first part
of the book describes the contemporary context of database
marketing and its impact on business performance. Parts 2-4 present
database marketing tools, including how to collect the data and
perform analysis. Chapters 5-7 focus on the key concept of lifetime
value of the customer (LTV); chapters 8-10 focus on the basic tasks
of compiling data, field testing, and predictive modeling; and
chapters 11-19 cover the statistical methods used primarily in
predictive modeling. Parts 5 and 6 focus on specific problems
addressed by database marketing. They largely draw on the tools
described in Parts 2-4. Part 5 covers customer management
activities, including acquiring customers (Chapter 20), cross- and
up-selling (Chapter 21), frequency reward programs (Chapter 22),
Customer Tier Programs (Chapter 23), Churn management (Chapter 24),
multi-channel customer management (Chapter 25), and acquisition and
retention management (Chapter 26). Part 6 focuses on the marketing
mix, particularly communications (Chapters 27 and 28) and pricing
(Chapter 29) issues. The result is a comprehensive treatment of the
field of database marketing, including strategic issues, tools, and
problem-solving, that will serve as an essential resource for both
professionals and academics in marketing and related areas.
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.
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