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Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communi

Check out the supplemental website! www.DrakeDirect.com/OptimalDM/ "Destined to be the definitive guide to database marketing applications, analytical strategie

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in th

Traditional statistical methods are limited in their ability to meet the modern challenge of mining large amounts of data. Data miners, analysts, and statistici

While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marke