Database Marketing: Analyzing and Managing Customers (International
Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing)
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
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Great book on customer value, pricing and marketing databases,
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!
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|Great Detail!,
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!
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|Classic treatment of a number of important topics,
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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