02856nam 2200565 a 450 991077920900332120161219111523.01-322-41824-11-4522-6404-X(CKB)2550000000105730(EBL)996727(OCoLC)809772485(SSID)ssj0000675786(PQKBManifestationID)12294285(PQKBTitleCode)TC0000675786(PQKBWorkID)10689137(PQKB)11506391(MiAaPQ)EBC996727(OCoLC)1007859996(StDuBDS)EDZ0000063608(EXLCZ)99255000000010573020120315d2002 fy| 0engur|||||||||||txtccrOptimal database marketing[electronic resource] strategy, development, and data mining /Ronald G. Drozdenko, Perry D. DrakeThousand Oaks, Calif. ;London SAGEc20021 online resource (xxii, 398 p.) illDescription based upon print version of record.1-4522-3116-8 0-7619-2357-8 Includes bibliographical references (p. 383-385) and indexes.Cover; Contents; Preface; Foreword; 1 - Introduction to Database Marketing Concepts; 2 - Strategic Database Development in the Marketing Planning Process; 3 - Defining Customer Data Requirements; 4 - Database Maintenance and Coding; 5 - Basic Database Technology, Organizational Considerations, and Database Planning; 6 - The Analysis Sample; 7 - Analyzing and Manipulating Customer Data; 8 - Segmenting the Customer Database; 9 - An Introduction to Simple Linear Regression Modeling; 10 - Multiple Regression Modeling; 11 - Gains Charts and Expected Profit Calculations12 - Strategic Reporting and Analysis13 - Assessing Marketing Test Results; 14 - Planning and Designing Marketing Tests; 15 - Marketing Databases and the Internet; 16 - Analyzing and Targeting Online Customers; 17 - Issues in the Marketing Environment and Future Trends In Marketing Databases; Glossary; References; Name Index; Subject IndexThis informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.Database marketingElectronic commerceDatabase marketing.Electronic commerce.658.84Drozdenko Ronald G1518444Drake Perry D1518445StDuBDSStDuBDSBOOK9910779209003321Optimal database marketing3756043UNINA