Database marketing : analyzing and managing customers / Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.
Material type: TextPublisher number: 12063659Series: International series in quantitative marketing ; 18Publication details: New York : Springer, 2008.Description: xxiv, 871 p. : ill. ; 25 cmISBN:- 9788184893847
- 658.80028574 22 BLA
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Books | Learning Resource Centre | 658.80028574 BLA (Browse shelf(Opens below)) | Available | 8594 |
Includes bibliographical references (p. 801-845) and index.
1. Introduction --
2. Why Database Marketing --
3. Organized for Database Marketing --
4. Customer Privacy and Database Marketing --
5. Customer Lifetime Value : Fundamentals --
6. Issues in Computing Customer Lifetime Value --
7. Customer Lifetime Value Applications --
8. Sources of Data --
9. Test Design and Analysis --
10. The Predictive Modeling Process --
11. Statistical Issues in Predictive Modeling --
12. RFM Analysis --
13. Market Basket Analysis --
14. Collaborative Filtering --
15. Discrete Dependent Variable and Duration Models --
16. Cluster Analysis --
17. Decision Trees --
18. Artificial Neural Networks --
19. Machine Learning --
20. Acquiring Customers --
21. Cross-Selling and Up-Selling --
22. Frequency Reward Programs --
23. Customer Tier Programs --
24. Churn Management --
25. Multichannel Customer Management --
26. Acquisition and Retention Management --
27. Designing Database Marketing Communications --
28. Multiple Campaign Management --
29. Pricing.
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