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Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. '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. Warren Professor of Business, Columbia Business School) It should be a standard reference in the area for many years.' (Don Lehmann, George E. 'A marvelous combination of relevance and sophisticated yet understandable analytical material. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen)

It is an absolute must for marketers who want to enrich their knowledge on customer analytics.' (Peter C. 'This is an excellent in-depth overview of both well-known and very recent topics in customer management models.

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. 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. 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. Database marketing is at the crossroads of technology, business strategy, and customer relationship management.

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