Data Mining and Market Intelligence for Optimal Marketing Returns

1st Edition

Susan Chiu, Domingo Tavella

Routledge
Published May 22, 2008
Reference - 294 Pages
ISBN 9780750682343 - CAT# Y127825

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Summary

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

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