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100   $a20120315d2002      fy|            0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt
182   $cc
183   $acr
200 10$aOptimal database marketing$b[electronic resource] $estrategy, development, and data mining /$fRonald G. Drozdenko, Perry D. Drake
210   $aThousand Oaks, Calif. ;$aLondon $cSAGE$dc2002
215   $a1 online resource (xxii, 398 p.) $cill
300   $aDescription based upon print version of record.
311   $a1-4522-3116-8 
311   $a0-7619-2357-8 
320   $aIncludes bibliographical references (p. 383-385) and indexes.
327   $aCover; 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 Calculations
327   $a12 - 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 Index
330 8 $aThis 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.
606   $aDatabase marketing
606   $aElectronic commerce
615  0$aDatabase marketing.
615  0$aElectronic commerce.
676   $a658.84
700   $aDrozdenko$b Ronald G$01518444
701   $aDrake$b Perry D$01518445
801  0$bStDuBDS
801  1$bStDuBDS
906   $aBOOK
912   $a9910779209003321
996   $aOptimal database marketing$93756043
997   $aUNINA