Optimal Database Marketing

Optimal Database Marketing

4.11 - 1251 ratings - Source

This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is no other book on the market today that reveals this level of detail regarding database marketing applications - the how's, why's and when's. Appropriate for advanced undergraduate and graduate courses, the book moves from general concepts and examples of marketing databases to more specific data analysis techniques used to enhance the marketing process.Strategy, Development, and Data Mining Ronald G Drozdenko, Perry D Drake ... Research conducted by Harris Interactive indicated that customers who contact customer service spend more than three times as ... Some of the live customer service software allows customer service reps access to a customera#39;s history that cananbsp;...

Title:Optimal Database Marketing
Author: Ronald G Drozdenko, Perry D Drake
Publisher:SAGE Publications - 2002-03-26

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