| Autore |
Drozdenko Ronald G
|
| Pubbl/distr/stampa |
Thousand Oaks, Calif. ; ; London, : SAGE, c2002
|
| Descrizione fisica |
1 online resource (425 p.)
|
| Disciplina |
658.800285574
|
| Altri autori (Persone) |
DrakePerry D
|
| Soggetto topico |
Database marketing
Electronic commerce
|
| Soggetto genere / forma |
Electronic books.
|
| ISBN |
1-322-41824-1
1-4522-6404-X
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
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 Calculations
12 - 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
|
| Record Nr. | UNINA-9910481017903321 |
Info
Database marketing / Jack Schmid, Alan Weber
