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

Bock, Koen W. De, Coussement, Kristof

Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships
  • 出版商: Routledge
  • 出版日期: 2024-06-24
  • 售價: $1,860
  • 貴賓價: 9.5 折 $1,767
  • 語言: 英文
  • 頁數: 346
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 1032837195
  • ISBN-13: 9781032837192
  • 相關分類: 行銷/網路行銷 Marketing、資料庫

    • 海外代購書籍(需單獨結帳)

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商品描述

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.

商品描述(中文翻譯)

雖然資料庫行銷的定義沒有改變，但它的意義比以往更加生動、多樣且令人興奮。《高級資料庫行銷》提供了一個關於定義這個資料庫行銷新時代的方法和應用的最新指南，包括文本探勘、推薦系統、網路行銷和動態客戶管理等領域的進展。來自世界各地的資料庫行銷思想領袖們組成了一個令人印象深刻的貢獻者名單，他們匯集了最佳的學術研究和商業應用的章節。結果是一本對於市場分析師、碩士生、教師和市場研究人員來說是權威指南和參考資料的書籍。市場平台和渠道的激增以及客戶互動的複雜性為多學科和分析工具包的迫切需求創造了一個迫切的需求。《高級資料庫行銷》是一個資源，使行銷人員能夠獲得洞察力和增加的財務績效；它使他們能夠實施和評估行銷方法，以同等程度滿足客戶的不斷變化的需求和為他們提供服務的企業的需求。

作者簡介

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).

作者簡介(中文翻譯)

Kristof Coussement是法國IESEG管理學院的市場營銷副教授，教授包括客戶關係管理和數據挖掘在內的課程。Kristof是比利時量化和質性市場研究協會（BAQMaR）的創始人。Koen W. De Bock是法國IESEG管理學院的市場營銷助理教授，教授互聯網營銷課程。他還是南非斯泰倫博斯大學商學院的客座講師。Scott A. Neslin是達特茅斯學院阿莫斯·塔克商學院的阿爾伯特·韋斯利·弗雷市場營銷教授。他自1978年在麻省理工學院斯隆管理學院獲得博士學位後，一直在塔克商學院任職。他曾擔任耶魯大學管理學院（1989-1990年）、杜克大學福夸管理學院Teradata/Duke CRM中心（2002年）和哥倫比亞商學院（2009-2010年）的訪問學者。

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