The Online Customer: New Data Mining and Marketing Approaches - Couverture rigide

Yang, Yinghui

Couverture rigide

ISBN 10 : 1934043060 ISBN 13 : 9781934043066

Editeur : Cambria Press, 2006

Synopsis

In The Online Customer, Yinghui Yang details how data mining and marketing approaches can be used to study marketing problems. The book uses a vast dataset of web transactions from the largest internet retailers, including Amazon.com. In particular, she deftly shows how to integrate and compare statistical methods from marketing and data mining research. The book comprises two parts. The first part focuses on using behavior patterns for customer segmentation. It advances data mining theory by presenting a novel pattern-based clustering approach to customer segmentation and valuation. The second part of the book explores how free shipping impacts purchase behavior online. It illuminates the importance of shipping policies in a competitive setting. With complete documentation and methodology, this book is a valuable reference that business and Internet Studies scholars can build upon.

Détails de l'édition

• Éditeur: Cambria Press
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 1934043060
• ISBN 13: 9781934043066
• Reliure: Relié
• Nombre de pages: 138
• Coordonnées du fabricant: Manufactured by Amazon on behalf of the author; https://www.amazon.fr/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Luxembourg