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

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Routledge, Mar 23, 2016 - Business & Economics - 352 pages
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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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Contents

List of Figures
List of Contributors
Introduction
APPLICATIONS
Conclusions
Textual Customer Data Handling
Bayesian Networks and Applications in Direct
Learning Bayesian Networks from Incomplete
Visualizing the Extracted Rule Sets Using
Chapter 8
Advertising
Paid Search Advertising
A Shortterm Perspective Paid Search as
A Longterm Perspective Indirect Effects
Emerging Topics
Social Media Management

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

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