Contemporary database marketing concepts and applications - Baier, Martin; Ruf, Kurtis M.; Chakraborty, Goutam (Evanston, Illinois Racom Communications, 2002)
Basics of direct marketing. -- Basic principles for developing, maintaining, and using a database. -- Data enhancements. -- Information gathering: sources and uses of data. -- Using basic statistical concepts. -- Data analysis tools and techniques. -- The lifetime value of a customer. -- Consumer market segmentation. -- Business-to-business market segmentation. -- Structuring and evaluating an experiment. -- Decision-making. -- Using database information to create more effective promotions. -- The Mountain and Valley Resort (MVR) ski database. -- The Mountain and Valley Resort (MVR) guest database.
Includes bibliographical references (pages 315-316) and index.
Keywords: Database marketing