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Database Marketing

Robert C. Blattberg, Byung-Do Kim, and Scott A. Neslin

This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the ...

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Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing Book 18)

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Length: 875 pages

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