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Database Marketing

Analyzing and Managing Customers

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin

Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. Strategic Issues

    1. Front Matter
      Pages 1-1
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 3-12
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 13-46
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 47-73
    5. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 75-101
  3. Customer Lifetime Value (LTV)

    1. Front Matter
      Pages 103-103
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 105-131
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 133-159
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 161-180
  4. Database Marketing Tools: The Basics

    1. Front Matter
      Pages 181-181
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 183-214
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 215-244
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 245-287
  5. Database Marketing Tools: Statistical Techniques

    1. Front Matter
      Pages 289-289
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 291-321
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 323-337
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 339-351
    5. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 353-376
    6. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 377-400
    7. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 401-422
    8. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 423-441
    9. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 443-464
    10. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 465-492
  6. Customer Management

    1. Front Matter
      Pages 413-413
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 495-514
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 515-547
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 549-578
    5. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 579-605
    6. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 607-633
    7. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 635-674
    8. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 675-711
  7. Managing the Marketing Mix

    1. Front Matter
      Pages 713-713
    2. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 715-742
    3. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 743-780
    4. Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 781-800
  8. Back Matter
    Pages 801-871

About this book

Introduction

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

Keywords

CEO Database Marketing Marketing business communication design management

Authors and affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-0-387-72579-6
  • Copyright Information Springer-Verlag New York 2008
  • Publisher Name Springer, New York, NY
  • eBook Packages Business and Economics
  • Print ISBN 978-0-387-72578-9
  • Online ISBN 978-0-387-72579-6
  • Series Print ISSN 0923-6716
  • Series Online ISSN 2199-1057
  • Buy this book on publisher's site