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Blattberg R., Kim B., Neslin S. Database Marketing: Analyzing and Managing Customers

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Blattberg R., Kim B., Neslin S. Database Marketing: Analyzing and Managing Customers
Springer, 2008. — 869 p. — ISBN 0387725784.
Preface
Strategic Issues
Introduction
Why Database Marketing?
Organizing for Database Marketing
Customer Privacy and Database Marketing
Customer Lifetime Value (LTV)
Customer Lifetime Value: Fundamentals
Issues in Computing Customer Lifetime Value
Customer Lifetime Value Applications
Database Marketing Tools: The Basics
Sources of Data
Test Design and Analysis
The Predictive Modeling Process
Database Marketing Tools: Statistical Techniques
Statistical Issues in Predictive Modeling
RFM Analysis
Market Basket Analysis
Collaborative Filtering
Discrete Dependent Variables and Duration Models
Cluster Analysis
Decision Trees
Artificial Neural Networks
Machine Learning
Customer Management
Acquiring Customers
Cross-Selling and Up-Selling
Frequency Reward Programs
Customer Tier Programs
Churn Management
Multichannel Customer Management
Acquisition and Retention Management
Managing the Marketing Mix
Designing Database Marketing Communications
Multiple Campaign Management
Pricing
References
Author Index
Subject Index
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