Optimal Database Marketing: Strategy, Development, and Data Mining

Abstract

Chapter 1. Introduction to Database Marketing Concepts Chapter 2. Databases in the Marketing Planning Process and the Organization Chapter 3. Defining Customer Data Requirements Chapter 4. Database Maintenance and Coding Chapter 5. Basic Database Technology, Organizational Considerations, and Database Planning Chapter 6. The Analysis Sample Chapter 7. Analyzing and Manipulating Customer Date Chapter 8. Segmenting the Customer Database Data Chapter 9. An Introduction to Simple Linear Regression Modeling Chapter 10. Multiple Regression Modeling Chapter 11. Gains Charts and Expected Profit Calculations Chapter 12. Strategic Reporting and Analysis Chapter 13. Assessing Marketing Test Results Chapter 14. Planning and Designing Marketing Tests Chapter 15. Marketing Databases and the Internet Chapter 16. Analyzing and Targeting Online Customers Chapter 17. Issues in the Marketing Environment and Future Trends in Marketing Databases About the Authors