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  • Textbook
  • © 2008

Database Marketing

Analyzing and Managing Customers

Authors:

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  • Most comprehensive treatment to date of database mktg.; covers all major practical and theoretical aspects of field

  • Presents quantitative models, techniques and methodologies for analyzing customer data and making sound business decisions

  • Includes case examples to demonstrate application of principles and techniques

  • Organizational structure and integration of research, analytics and applications make book attractive to academics and professionals; can be used as text for courses in quant. mktg techniques

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

Buying options

eBook
USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-0-387-72579-6
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 139.99
Price excludes VAT (USA)
Hardcover Book
USD 199.99
Price excludes VAT (USA)

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Table of contents (29 chapters)

  1. Front Matter

    Pages i-xxiv
  2. Strategic Issues

    1. Front Matter

      Pages 1-1
    2. Introduction

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 3-12
    3. Why Database Marketing?

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 13-46
    4. Organizing for Database Marketing

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 47-73
    5. Customer Privacy and Database Marketing

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 75-101
  3. Customer Lifetime Value (LTV)

    1. Front Matter

      Pages 103-103
    2. Customer Lifetime Value: Fundamentals

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 105-131
    3. Issues in Computing Customer Lifetime Value

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 133-159
    4. Customer Lifetime Value Applications

      • 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. Sources of Data

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 183-214
    3. Test Design and Analysis

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 215-244
    4. The Predictive Modeling Process

      • 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. Statistical Issues in Predictive Modeling

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 291-321
    3. RFM Analysis

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 323-337
    4. Market Basket Analysis

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 339-351
    5. Collaborative Filtering

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 353-376
    6. Discrete Dependent Variables and Duration Models

      • Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
      Pages 377-400

About this book

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

Reviews

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)

Authors and Affiliations

  • Kellogg School of Management, Northwestern University, Evanston, USA

    Robert C. Blattberg

  • Tepper School of Business, Carnegie-Mellon University, Pittsburgh, USA

    Robert C. Blattberg

  • Graduate School of Business, Seoul National University, Seoul, Korea

    Byung-Do Kim

  • Tuck School of Business, Dartmouth College, Hanover, USA

    Scott A. Neslin

Bibliographic Information

Buying options

eBook
USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-0-387-72579-6
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 139.99
Price excludes VAT (USA)
Hardcover Book
USD 199.99
Price excludes VAT (USA)