Optimal database marketing : strategy, development, and data mining

Optimal database marketing : strategy, development, and data mining / Ronald G. Drozdenko, Perry D. Drake.

This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.

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Bibliographic Details
Main Author: Drozdenko, Ronald G.
Other Authors: Drake, Perry D.
Format: eBook
Language:English
Published: Thousand Oaks, Calif. : Sage Pub., ©2002.
Subjects:
Database marketing.
Electronic commerce.
BUSINESS & ECONOMICS > Exports & Imports.
BUSINESS & ECONOMICS > International > Marketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
Database marketing
Electronic commerce
Online Access:Click for online access
Description
Summary:This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Physical Description:1 online resource (xxii, 398 pages :) : illustrations
Bibliography:Includes bibliographical references (pages 383-385) and indexes.
ISBN:9781452264042
145226404X
9781452231167
1452231168
1322418241
9781322418247
Language:English.

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