Offers an overview of the field of promotions: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. 
With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople.

Sales Promotion: Concepts, Methods, and Strategies

Business & Money

Blattberg, Robert C.

Neslin, Scott A.

Economics

Pearson

Sales Promotion: Concepts, Methods and Strategies

Management & Leadership

PRENTICE/HALL

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 training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach―though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing, 18)

Kim, Byung-Do

Springer

Twenty-three experts pioneers in marketing information science detail the driving principles and diverse use of marketing information systems, and describe the insights gained from the experiences of leading American firms, including Quaker Oats, Procter &amp; Gamble, CitiBank, Borden, Colgate, and Maytag. Annotation copyright Book News, Inc. Portland, Or.

The Marketing Information Revolution

Glazer, Rashi

Harvard Business School Pr

Industries

Database Marketing: Analyzing and Managing Customers-Springer-Robert C. Blattberg and Byung-Do Kim-2009-EDN-1

Database Marketing: Analyzing and Managing Customers

New Age International Publisher

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Books by Blattberg, Robert C.