Database 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)
The ability to use digital marketing techniques successfully is a crucial skill for anyone who wants to advance their career.
Basic Marketing Research, 8e, International Edition is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. Basic Marketing Research, International Edition provides a framework for the choices and decisions that must be made by managers - an important aspect of marketing research - because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.
Tarque's quest was to find Prince Bearl, sold into slavery somewhere in the vastness of Island World. The search was long and hard, and at the end, he found the Prince that he needed to rescue. This was another of Tarque's legendary journeys in Island World. This time of legends was another troubled era in the troubled history of Island World. But would he? The Tarqwe's Search is the second part of The Pirate King, an epic adventure fantasy novel, the fifth novel in the Island World fantasy series. Island World is a tumultuous world dominated by an evil beast named Gwaum. The Pirate King chronicles the legendary tales of the wizard Tarque as he endeavors to save Island World from the ravages of a reawakened Gwaum. There are five parts to the novel The Pirate King and all are included in the complete novel of that name. These are The The Fall of Acerland, Tarque's Search, Rise of the Pirate King, The Pirate King Advances, Bearl's First Test. There are five parts to the novel The Pirate King and all are included in the complete novel of that name. These are The Fall of Acerland, Tarque's Search, Rise of the Pirate King, The Pirate King Advances, Bearl's First Test. The Tale of the White Rock is the first novel of the fantasy series that chronicles of Island World. Time of Troubles, Before the Storm, Tale of Tarque, The Pirate King, The Wizard King and The Search of the King all will follow as the history of Island World unfolds.
Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low. Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information decision-maker friendly, will also benefit. A unique, valuable book for both.
The problem is not information overload as some contend, says Samli, but data overload. Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge - and another essential ingredient, wisdom - the firm faces great risk in the marketplace and its survival probabilities in the long run are very low, says the author.
Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own agenda for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information decision-maker friendly), will find valuable and immediately beneficial.
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