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  • Analyzing and Managing Customers
    Robert C. Blattberg; Byung-Do Kim; Scott A. Neslin
    978-0-387-72579-6
    2008
    Edition 1
    • Most comprehensive treatment to date of database mktg.; covers all major practical and theoretical aspects of field
    • Presents quantitative models, techniques and methodologies for analyzing customer data and making sound business decisions
    • Includes case examples to demonstrate application of principles and techniques
    • Organizational structure and integration of research, analytics and applications make book attractive to academics and professionals; can be used as text for courses in quant. mktg techniques

    €419

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