Customer Analysis and Management in Database Marketing

Customer Analysis and Management in Database Marketing is a book that teaches readers how to use database marketing to analyze and manage customer relationships. The book is written in a clear and concise style, and it is designed to be accessible to students and professionals with a variety of backgrounds, including marketing, business, and information technology.

The book begins with an overview of database marketing and its importance in the modern business world. It then discusses the different types of customer data that can be collected and used in database marketing campaigns.

The book also covers a variety of specific database marketing topics, such as:

Customer segmentation
Customer profiling
Customer lifetime value analysis
Customer loyalty programs
Targeted marketing campaigns
Database marketing campaign design and management

The book also includes a number of chapters on more advanced topics, such as:

Data mining
Predictive analytics
Database marketing for CEOs and business executives