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

By: Contributor(s): Material type: TextTextPublisher number: 12063659Series: International series in quantitative marketing ; 18Publication details: New York : Springer, 2008.Description: xxiv, 871 p. : ill. ; 25 cmISBN:
  • 9788184893847
Subject(s): DDC classification:
  • 658.80028574 22 BLA
Contents:
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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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Learning Resource Centre 658.80028574 BLA (Browse shelf(Opens below)) Available 8594
Total holds: 0

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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