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AvtorDrozdenko, Ronald G.
Drake, Perry D.
Naslov Optimal database marketing : strategy, development, and data mining / Ronald G. Drozdenko, Perry D. Drake
Vrsta/vsebinatype of material knjiga
Jezikangleški
Leto2002
Založništvo in izdelavaThousand Oaks (Calif.) ; London ; New Delhi : Sage, cop. 2002
Fizični opisXXII, 398 str. : ilustr. ; 26 cm
OpombeBibliografija: str. 383-385
Kazalo
VsebinaTrends leading to the use of databases in marketing ; Database marketing versus aggregate marketing ; Strategic database development in the marketing planning process ; Computerized databases ; Customer databases versus other marketing databases ; The need for strategic planning ; Developing a systematic plan for using marketing databases ; The marketing planning process and database implementation ; Databases and the planning process ; Defining customer data requirements ; Data needs determination ; Fulfillment, marketing, and prospecting databases ; Data residing on the marketing database ; Lists versus data ; Applying and using enhancement data ; Database maintenance and coding ; Standard database maintenance routines ; Reporting summary/aggregate-level information ; Database storage and security ; Database maintenance schedules ; Some technical aspects of database maintenance ; Basic database technology, organizational considerations, and database planning ; Computer hardware and software ; Database system organization ; Structured query language (SQL) and data analysis ; Organizational considerations in technical database design ; Outsourcing: the process to select a database provider ; Phases of database development ; Comments on technological development of the database ; The analysis sample ; How we sample ; Sample usage ; Creation of the analysis sample ; Methods of saving point-in-time sample data ; Analysis and validation samples ; Application of analysis findings
ISBNISBN 0-7619-2357-8
Predmetne oznakeDatabase marketing
Electronic commerce
Marketing
Databanken
Marketing
E-commerce
Bases de données - Marketing
Commerce électronique
Database-Marketing
Predmetne oznake (nekontrolirane)trženje / elektronsko trženje / baze podatkov / rudarjenje podatkov / strategija / razvoj / optimizacija / informacijska tehnologija / software / hardware / marketing / electronic marketing / data base / data mining / strategy / development / optimization / information technology / software / hardware
UDK659.2:004
Druge klasifikacije658.8/4 (DDC)
COBISS.SI-ID20608486
info
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