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Optimal database marketing : strategy, development, and data mining /

This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.

Bibliographic Details
Main Author: Drozdenko, Ronald G.
Corporate Author: Sage Publications
Other Authors: Drake, Perry D.
Format: eBook
Language:English
Published: Thousand Oaks, Calif. ; London : SAGE, c2002.
Subjects:
Database marketing.
Electronic commerce.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.
Physical Description:1 online resource (xxii, 398 pages) : illustrations.
Audience:Specialized.
Bibliography:Includes bibliographical references and index.
ISBN:9781452231167 (ebook) :