MCA Library - Publishers

Database Marketing

Byung-Do Kim | Scott A. Neslin | Robert C. Blattberg

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)

The Action Research Planner

Customer Relationship Management

V. Kumar | Werner Reinartz

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy.This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM.

A Beginner's Guide to R

Alain Zuur | Elena N. Ieno | Erik Meesters

Based on their extensive experience with teaching R and statistics to applied scientists, the authors provide a beginner's guide to R. To avoid the difficulty of teaching R and statistics at the same time, statistical methods are kept to a minimum. The text covers how to download and install R, import and manage data, elementary plotting, an introduction to functions, advanced plotting, and common beginner mistakes. This book contains everything you need to know to get started with R. “Its biggest advantage is that it aims only to teach R...It organizes R commands very efficiently, with much teaching guidance included. I would describe this book as being handy--it’s the kind of book that you want to keep in your jacket pocket or backpack all the time, ready for use, like a Swiss Army knife.” (Loveday Conquest, University of Washington) “Whilst several books focus on learning statistics in R..., the authors of this book fill a gap in the market by focusing on learning R whilst almost completely avoiding any statistical jargon...The fact that the authors have very extensive experience of teaching R to absolute beginners shines throughout.” (Mark Mainwaring, Lancaster University) “Exactly what is needed...This is great, nice work. I love the ecological/biological examples; they will be an enormous help.” (Andrew J. Tyne, University of Nebraska-Lincoln)

Psychology, Religion, and Spirituality

James M. Nelson

Over a century ago, psychologists who were fascinated with religion began to study and write about it. Theologians and religious practitioners have responded to this literature, producing a fascinating dialogue that deals with our fundamental und- standings about the human person and our place in the world. This book provides an introduction to the important conversations that have developed out of these interchanges. The dialogue between psychology and religion is difficult to study for a number of reasons. First, it requires knowledge of both psychology and religion. People with a background in psychology often lack a solid understanding of the religious traditions they wish to study, and theologians may not be up to date on the latest developments in psychology. Second, it requires conceptual tools to organize the material and understand the basic problems involved in any attempt to connect the science of psychology with religion. These concepts can be found in many places, for instance in the writings of philosophers of science, but they are complex and often hard to follow for those without a proper theological and philosophical ba- ground. Finally, authors who write on the topic come to the study of psychology and religion from a variety of academic and personal backgrounds. This makes for wonderful diversity in conversations, but it makes understanding and mastery of the material quite difficult.

Strategic International Management

Dirk Morschett | Hanna Schramm-Klein | Joachim Zentes

Excel Data Analysis

Hector Guerrero

Why does the World Need—Excel Data Analysis, Modeling, and Simulation? When spreadsheets ?rst became widely available in the early 1980s, it spawned a revolution in teaching. What previously could only be done with arcane software and large scale computing was now available to the common-man, on a desktop. Also, before spreadsheets, most substantial analytical work was done outside the classroom where the tools were; spreadsheets and personal computers moved the work into the classroom. Not only did it change how the analysis curriculum was taught, but it also empowered students to venture out on their own to explore new ways to use the tools. I can’t tell you how many phone calls, of?ce visits, and/or emails I have received in my teaching career from ecstatic students crowing about what they have just done with a spreadsheet model. I have been teaching courses related to spreadsheet based analysis and modeling for about 25 years and I have watched and participated in the spreadsheet revolution.

ABRAMS Books

AccountingTools, Inc.,

Addison-Wesley Professional

American Library Association

Apple Academic Press

ASCD

Basic Books

Bedford/St. Martin's

Bloomsbury Publishing

BoD – Books on Demand

BPP

Brass Check Marketing

Business Expert Press

Business Law Seminar Group, LLC

Cambridge University Press

Career Press

Causey Enterprises, LLC

Cengage AU

Cengage Learning

Cengage Learning Emea

CRC Press

Crown Publishing Group

de Gruyter

Doubleday Canada

Edward Elgar Publishing

Elsevier

Elsevier Science

Emerald Group Publishing

Emerald Group Publishing Limited

EMRAH YAYICI

Financial Times Prentice Hall (a Pearson Education Company)

Financial Times/ Prentice Hall

Financial Times/Prentice Hall

FlatWorld

Gilles Kroger

Guilford Press

HarperCollins

HarperCollins Publishers

HBR Guide

I.B. Tauris

IAP

IGI Global

Independent Publishers Group

InterVarsity Press

Irwin/McGraw-Hill

Jaico Publishing House

John Wiley & Sons

John Wiley & Sons, Inc.

Jones & Bartlett Learning

Jones & Bartlett Learning LLC

Juta and Company Ltd

Knopf Doubleday Publishing Group

Kogan Page

Kogan Page Publishers

Kuperard

Little, Brown & Company

Longman

M.E. Sharpe

Macmillan Education UK

Macmillan Higher Education

Mark Smith

McGraw Hill

McGraw Hill Higher Education

McGraw-Hill Companies

McGraw-Hill Education

McGraw-Hill Education (UK)

McGraw-Hill Education (UK) Limited (ISE)

McGraw-Hill Education LLC

McGraw-Hill Higher Education

McGraw-Hill US Higher Ed ISE

McGraw-Hill/Irwin

MHE

MIT Press

New Age International

New York

Open Road Integrated Media

Open University Press

O'Reilly Media, Inc.

OUP Oxford

Oxford University Press