
Advanced Database Marketing
DOI link for Advanced Database Marketing
Advanced Database Marketing book
Advanced Database Marketing
DOI link for Advanced Database Marketing
Advanced Database Marketing book
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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.
TABLE OF CONTENTS
part |2 pages
Part I: Methods
chapter 1|30 pages
Data Preprocessing in Database Marketing: Tasks, Techniques, and Why They Matter
chapter 2|25 pages
Textual Customer Data Handling for Quantitative Marketing Analytics
chapter 6|20 pages
Advanced Rule-based Learning: Active Learning, Rule Extraction, and Incorporating Domain Knowledge
part |2 pages
Part II: Applications