This work is designed to help professionals pick their way through the minefield of new data-based techniques. By understanding the roles of these techniques - their strengths and weaknesses, the opportunities they create, and the limits they set - the reader will be able to develop a scientific approach to the targeting of tactical activity and the development of marketing strategy.
| ISBN-13: | 9780077077662 |
| ISBN-10: | 0077077660 |
| Publisher: | McGraw-Hill |
| Publication date: | 1993 |
| Edition description: | 1 |
| Pages: | 268 |
| Product dimensions: | xiv, 268 p. : ill. ; 24 cm. |
| Author: | John Ozimek |
| Language: | en |
| Binding: | Hardcover |
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