Optimal Database Marketing: Strategy, Development, and Data Mining

by Dr . Ronald G . Drozdenko (Author), Mr . Perry D . Drake (Author)

• New

  Hardcover
  2002

  $245.30

  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.