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Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing) [Paperback]

Robert C. Blattberg , Byung-Do Kim , Scott A. Neslin
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

17 April 2009 1441903321 978-1441903327 2008

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)


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Product details

  • Paperback: 896 pages
  • Publisher: Springer; 2008 edition (17 April 2009)
  • Language: English
  • ISBN-10: 1441903321
  • ISBN-13: 978-1441903327
  • Product Dimensions: 23.1 x 15.5 x 4.3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 562,004 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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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


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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars To the point 26 Dec 2009
Format:Paperback
This book is immediataly usable as it is written in a very practical way. It is to the point and gives idea about the most modern techniques in Database Marketing. It was a great purchase
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Amazon.com: 5.0 out of 5 stars  6 reviews
6 of 7 people found the following review helpful
5.0 out of 5 stars Great book on customer value, pricing and marketing databases 14 Sep 2009
By Wayne L. Winston - Published on Amazon.com
Format:Paperback|Verified Purchase
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
5.0 out of 5 stars Great Detail! 27 Nov 2010
By Jackpot - Published on Amazon.com
Format:Paperback|Verified Purchase
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!
5.0 out of 5 stars Its the bible of Database Marketing 14 Oct 2013
By RAHUL BHANDARI - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Would recommend this book to anyone who is looking to understand the operational and mathematical constructs involved in this area.
5.0 out of 5 stars Awesome Book 1 Mar 2013
By Brunello_LA - Published on Amazon.com
Format:Paperback|Verified Purchase
I highly suggest keeping this book from your competitors... The information in this book is very well put together and does a great job explaining the concepts, in addition to providing tangible examples.
5.0 out of 5 stars Classic treatment of a number of important topics 5 Mar 2011
By Edward E. Rigdon - Published on Amazon.com
Format:Paperback|Verified Purchase
Blattberg and Neslin are brilliant. Their 1990 book on sales promotion may **still** be the best volume ever written on that topic. Twenty years from now, people may be saying something similar about their database marketing book. Their expertise is unquestionable. I find their writing exceptionally readable--they explain the why behind basic marketing models so intuitively. For database marketing, start here. Technologies may change, but that's OK--if you start with this volume, you'll be able to fit new developments into a strong framemwork. I recommend this volume without reservation.
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