Abstract
Database marketing is “the use of customer databases to enhance marketing productivity through more effective acquisition, retention, and development of customers.” In this chapter we elaborate on this definition, provide an overview of why database marketing is becoming more important, and propose a framework for the “database marketing process.” We conclude with a discussion of how we organize the book.
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© 2008 Springer Science+Business Media, LLC
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Blattberg, R.C., Kim, BD., Neslin, S.A. (2008). Introduction. In: Database Marketing. International Series in Quantitative Marketing, vol 18. Springer, New York, NY. https://doi.org/10.1007/978-0-387-72579-6_1
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DOI: https://doi.org/10.1007/978-0-387-72579-6_1
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-72578-9
Online ISBN: 978-0-387-72579-6
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