Data Mining and Market Intelligence for Optimal Marketing Returns | 
| Authors: Susan Chiu, Domingo Tavella
Publisher: Butterworth-Heinemann
Category: Book
List Price: $59.95
Buy New: $47.96
You Save: $11.99 (20%)
New (21) Used (6) from $37.95
Sales Rank: 1115343
Media: Hardcover
Number Of Items: 1
Pages: 280
Shipping Weight (lbs): 1.2
Dimensions (in): 9.1 x 6 x 0.8
ISBN: 0750682345
Dewey Decimal Number: 380
EAN: 9780750682343
ASIN: 0750682345
Publication Date: April 28, 2008
Availability: Usually ships in 24 hours
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| Editorial Reviews:
Product Description
The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.
* Provides a dual treatment of market research and data mining
* Uses a how-to approach for professionals with illustrative case studies in addition to theory
* Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure
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