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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, 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.
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, 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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84% buy the item featured on this page: Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing)£128.25 |
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