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Database Marketing: Analyzing and Managing Customers

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I teach marketing spreadsheet models to MBA's at Indiana U's Kelley School. I love this book. Tons of useful information on customer value, pricing, optimizing direct mail profits and many other topics. If you want to catch up on many of the new developments in "marketing engineering" you should start here!

Author(s): Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
Series: International Series in Quantitative Marketing
Edition: 1
Publisher: Springer
Year: 2008

Language: English
Pages: 869