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Database Marketing: Analyzing and Managing Customers

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Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today's organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise--from branding and promotion campaigns to supply chain management to employee trai ...more
Hardcover, 871 pages
Published January 23rd 2008 by Springer
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