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Optimal Database Marketing
Check out the supplemental website! www.DrakeDirect.com/OptimalDM/ "Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marke...
Optimal Database Marketing
This 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.
Optimal Database Marketing
This 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.
International Business Research
As more and more companies enter the global business arena, it is critical that they acquire relevant information specific to their industry and the country that they wish to enter. This book explains how to perform accurate, timely, and appropriate research to make informed strategic decisions. The chapters of "International Business Research" follow the overall research process - defining the research problem, explanation of research methodologies, data analysis, report writing and dissemination. The book presents methodologies for most functional areas and can be used as a research tool for the broad international business field. It includes in-chapter learning objectives, exercises, summaries, boxed inserts, and a detailed glossary. In addition, a sample data disk is bound into each copy of the book.
American Lawn Tennis
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John D. Rockefeller, Jr.: A Portrait
“Mr. Fosdick has written a biography in its formal meaning — fully documented, chronologically precise — and not simply a personal tribute to a friend of more than forty years’ standing. The book, in consequence, is both biography and history, satisfying all the rigorous canons of personal and social analysis. It is to be read as part of the history of our time and as the record of a man of as much consequence to us as have been those other leaders and creators among his contemporaries who have affected public conduct. What we have here, then, is the narrative of a rich man who overcame the almost impossible handicaps of great wealth, limited religious upbringing, and a narrow and pr...
Choice
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Customer Relationship Management
Table of Contents 1 Introduction 1 Pt. I Strategy and organisation of CRM 19 2 Customer-supplier relationships 21 3 CRM as an integral business strategy 47 4 The relationship-oriented organisation 65 Pt. II CRM marketing aspects 89 5 Customer knowledge 91 6 Communication and multichannels 117 7 The individualised customer proposition 141 8 The relationship policy 165 Pt. III Analytical CRM 183 9 Relationship data management 185 10 Data analyses and datamining 207 11 Segmentation and selections 221 12 Retention and cross-sell analyses 237 13 The effects of marketing activities 257 14 Reporting results 273 Pt. IV Operational CRM 289 15 Call centre management 291 16 Internet and the Website 315 17 Direct mail 343 Pt. V CRM systems and their implementation 361 18 CRM systems 363 19 Implementation of CRM systems 391 20 The future 413.
