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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management by Michael J. A. Berry, Gordon S. Linoff (Paperback, 2011)

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In this latest edition, Linoff and Berry have made extensive updates and revisions to every chapter and added several new ones. While never sacrificing accuracy for the sake of simplicity, Linoff and Berry present even complex topics in clear, concise English with minimal use of technical jargon or mathematical formulas.