Optimal database marketing: strategy, development, and data mining
Auteur :
Drozdenko, Ronald G. / Drake, Perry D.
Éditeur :
SAGE Publications Inc
ISBN :
9780761923572
Date de publication :
10 mai 2002
Dimensions :
25,4 x 17,7 cm
Poids :
910 g
Langue :
Anglais
Pays d'origine :
USA
Looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society. Appropriate for advanced undergraduate and graduate courses, this book moves from general concepts and examples of marketing databases to more specific data analysis techniques used to enhance the marketing process.