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Data Mining and Market Intelligence for Optimal Marketing Returns by Domingo Tavella, Susan Chiu (Hardcover, 2008)

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Data Mining and Market Intelligence for Optimal Marketing Returns, Hardcover by Chiu, Susan; Tavella, Domingo, ISBN 0750682345, ISBN-13 9780750682343, Brand New, Free P&P in the UK The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unliks 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.

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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.