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008			150903s2008 xxu| o |||| 0|eng d
020			_a9780387725796 _99780387725796
024	7		_a10.1007/9780387725796 _2doi
035			_avtls000332274
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040			_aMX-SnUAN _bspa _cMX-SnUAN _erda
050		4	_aHF5410-5417.5
100	1		_aBlattberg, Robert C. _eautor _9304763
245	1	0	_aDatabase Marketing : _bAnalyzing and Managing Customers / _cby Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin.
264		1	_aNew York, NY : _bSpringer New York, _c2008.
300			_brecurso en línea.
336			_atexto _btxt _2rdacontent
337			_acomputadora _bc _2rdamedia
338			_arecurso en línea _bcr _2rdacarrier
347			_aarchivo de texto _bPDF _2rda
490	0		_aInternational Series in Quantitative Marketing, _x0923-6716 ; _v18
500			_aSpringer eBooks
505	0		_aIntroduction -- Why Database Marketing -- Organized for Database Marketing -- Customer Privacy in a CRM Environment -- LTV Fundamentals -- LTV Advanced Issues -- LTV Applications -- Sources of Data -- Test Design and Analysis -- The Predictive Modeling Process -- Foundations of Statistical Modeling -- RFM Analysis -- Market Basket Analysis -- Collaborative Filtering -- Discrete Dependent Variable and Duration Models -- Cluster Analysis -- Decision Trees -- Neural Networks -- Machine Learning -- Acquiring Customers -- Cross-Selling and Up-Selling -- Frequency Reward Programs -- Customer Tier Programs -- Churn Management -- Multi-Channel Customer Management -- Acquisition and Retention Management -- Communications Design -- Multi-Contact Customer Management -- Pricing -- Glossary of Database Marketing Terms -- Index.
520			_aDatabase 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
590			_aPara consulta fuera de la UANL se requiere clave de acceso remoto.
700	1		_aKim, Byung-Do. _eautor _9304764
700	1		_aNeslin, Scott A. _eautor _9304765
710	2		_aSpringerLink (Servicio en línea) _9299170
776	0	8	_iEdición impresa: _z9780387725789
856	4	0	_uhttp://remoto.dgb.uanl.mx/login?url=http://dx.doi.org/10.1007/978-0-387-72579-6 _zConectar a Springer E-Books (Para consulta externa se requiere previa autentificación en Biblioteca Digital UANL)
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999			_c280077 _d280077