Berry Michael J A <br/><br/>
Data mining techniques :  for marketing, sales, and customer relationship management / 
Michael J.A. Berry, Gordon S. Linoff. 
 - 2nd ed. 
 - Indianapolis :  Wiley,  2004. 
 - xxv, 643 p. :  ill., 1 map ;  24 cm. 
<br/><br/> Includes index. 
<br/><br/>Why and whatis data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics : data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic cluster detection -- Knowing when to worry : hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work. 
<br/><br/><label>ISBN: </label>0471470643 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Data mining<br/>Marketing--Data processing<br/>Business--Data processing
<br/><br/><label>LC Class. No.: </label>HF5415.125 
<br/><br/><label>Dewey Class. No.: </label>658.8/02