Database marketing : analyzing and managing customers / Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.

By: Blattberg, Robert C, 1942-
Contributor(s): Kim, Pyŏng-do, 1958- | Neslin, Scott A, 1952-
Material type: TextTextSeries: International series in quantitative marketing ; 18New Yor Springer, 2008Description: xxiv, 871 p. : ill. ; 25 cmContent type: txt Media type: computer Carrier type: online resourcesISBN: 9780387725796 ebk; 0387725784 (hbk. : alk. paper); 9780387725796; 0387725792; 9781441903327; 1441903321Subject(s): Database marketing | Consumer profiling | Direktmarketing | Datenbank | Database-MarketingDDC classification: 658.8/72 Other classification: 004 | QP 621 | QP 650 | WIR 803f Online resources: Table of contents | Cover | Inhaltsverzeichnis | Publisher description
Contents:
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.
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e-Books e-Books Main Library -University of Zimbabwe
Main Hall Computers
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Includes bibliographical references (p. 801-845) and index.

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.

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