Download or read book Data Mining and Market Intelligence for Optimal Marketing Returns written by Susan Chiu and published by Routledge. This book was released on 2008-06-20 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.