Customer Reviews

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

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I teach marketing spreadsheet models to MBA's at Indiana U's Kelley School. I love this book. Tons of useful information on customer value, pricing, optimizing direct mail profits and many other topics. If you want to catch up on many of the new developments in "marketing engineering" you should start here!

I loved this book and still haven't found ways to apply everything in it. It's full of information and all sorts of in-depth quantitative analysis - definitely the best book I've found on database marketing!

Blattberg and Neslin are brilliant. Their 1990 book on sales promotion may **still** be the best volume ever written on that topic. Twenty years from now, people may be saying something similar about their database marketing book. Their expertise is unquestionable. I find their writing exceptionally readable--they explain the why behind basic marketing models so intuitively. For database marketing, start here. Technologies may change, but that's OK--if you start with this volume, you'll be able to fit new developments into a strong framemwork. I recommend this volume without reservation.

Excellent source of new and ingenious applications. Increases one's ability to mine and utilize data for practical economic and marketing purposes.