Database Marketing: Analyzing and Managing Customers By Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
2008 | 869 Pages | ISBN: 0387725784 | PDF | 6 MB
I teach marketing spreadsheet models to MBA's at Indiana U's Kelley School. I love this book. Tons of useful information on customer value, pricing, optimizing direct mail profits and many other topics. If you want to catch up on many of the new developments in "marketing engineering" you should start here!
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