Titlebook: Database Marketing; Analyzing and Managi Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Textbook 2008 Springer-Verlag New York 2008 CEO.D

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V. Vijayaraghavan,Rishav Agarwalof 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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Görkem Giray,Bedir Tekinerdogan,Eray Tüzünctivity, creating and enhancing customer relationships, and creating sustainable competitive advantage. We review the theoretical and empirical evidence in support of each of these motivations. Marketing productivity has the best support; there is some evidence for both customer relationships and co

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V. Vijayaraghavan,J. Rian Leevinsonthis chapter, we discuss how companies organize to implement database marketing. The key concept is the “customer-centric” organization, whereby the organization is structured “around” the customer. We discuss key ingredients of a customer-centric organizational structure: customer management and kn

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Connected Vehicles in the Internet of Thingsh. Privacy is a multidimensional issue for customers, and we begin by reviewing the nature and potential consequences of these several dimensions. We discuss the evidence regarding the impact of customers‘ concerns for privacy on their behavior — there is some although not definitive evidence for ex

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https://doi.org/10.1007/978-3-319-99214-3o the firm. This chapter focuses on the fundamental methods for calculating lifetime value, centering on “simple retention models” and “migration models.” We present a general approach to calculating LTV using these models, and illustrate with specific examples. We also discuss the particular case o

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Maria Cseh,Oliver S. Crocco,Chilanay Safarlialyses actually is successful in the marketplace. Much of the testing in database marketing is extremely simple — select 20,000 customers, randomly divide them in half, run the program for one group and not the other, compare results. However, there are several issues in designing and analyzing data