Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships

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Routledge, Mar 23, 2016 - Business & Economics - 352 pages
While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

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List of Figures
List of Contributors
Paid Search Advertising
Textual Customer Data Handling
Bayesian Networks and Applications in Direct
Visualizing the Extracted Rule Sets Using
Chapter 7
A Shortterm Perspective Paid Search as
A Longterm Perspective Indirect Effects
Emerging Topics
Social Media Management

Learning Bayesian Networks from Incomplete
The Evolutionary Bayesian Network EBN
Case Studies
Ensemble Learning in Database Marketing
Advanced Topics
Decompositional Rule Extraction from Support
The Firms Management of Social Interactions
The Development of the Dynamic Customer
Summary Key Challenges and Future
Direct Marketing in the Nonprofit Sector
Multichannel Approach
Campaign Evaluation

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About the author (2016)

Kristof Coussement is Associate Professor of Marketing at IESEG School of Management, France, where he teaches courses including customer relationship management and data mining. Kristof is a founder of the Belgian Association for Quantitative & Qualitative Marketing Research, BAQMaR. Koen W. De Bock is Assistant Professor of Marketing at IESEG School of Management, France, where he teaches courses on Internet marketing. He is visiting lecturer at the University of Stellenbosch Business School, South Africa. Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Amos Tuck School of Business Administration, Dartmouth College. He has been at the Tuck School since completing his Ph.D. in 1978 at the Sloan School of Management, MIT. He has served as a Visiting Scholar at the School of Management, Yale University (1989-1990), the Teradata/Duke CRM Center located at the Fuqua School of Management, Duke University (2002), and Columbia Business School (2009-2010).

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