Database marketing is at the crossroads of technology, business
strategy, and customer relationship management. Enabled by sophisticated
information and communication systems, today's organizations have the
capacity to analyze customer data to inform and enhance every facet of
the enterprise--from branding and promotion campaigns to supply chain
management to employee training to new product development. Based on
decades of collective research, teaching, and application in the field,
the authors present the most comprehensive treatment to date of database
marketing, integrating theory and practice. Presenting rigorous models,
methodologies, and techniques (including data collection, field testing,
and predictive modeling), and illustrating them through dozens of
examples, the authors cover the full spectrum of principles and topics
related to database marketing.
"This is an excellent in-depth overview of both well-known and very
recent topics in customer management models. It is an absolute must for
marketers who want to enrich their knowledge on customer analytics."
(Peter C. Verhoef, Professor of Marketing, Faculty of Economics and
Business, University of Groningen)
"A marvelous combination of relevance and sophisticated yet
understandable analytical material. It should be a standard reference in
the area for many years." (Don Lehmann, George E. Warren Professor of
Business, Columbia Business School)
"The title tells a lot about the book's approach--though the cover
reads, "database," the content is mostly about customers and that's
where the real-world action is. Most enjoyable is the comprehensive
story - in case after case - which clearly explains what the analysis
and concepts really mean. This is an essential read for those interested
in database marketing, customer relationship management and customer
optimization." (Richard Hochhauser, President and CEO, Harte-Hanks,
Inc.)
"In this tour de force of careful scholarship, the authors canvass the
ever expanding literature on database marketing. This book will become
an invaluable reference or text for anyone practicing, researching,
teaching or studying the subject." (Edward C. Malthouse, Theodore R. and
Annie Laurie Sills Associate Professor of Integrated Marketing
Communications, Northwestern University)
