TY  - BOOK
AU  - Berry Michael J A
AU  - Linoff Gordon
TI  - Data mining techniques: for marketing, sales, and customer relationship management 
SN  - 0471470643
AV  - HF5415.125 
U1  - 658.8/02 
PY  - 2004///
CY  - Indianapolis
PB  - Wiley
KW  - Data mining
KW  - Marketing
KW  - Data processing
KW  - Business
N1  - Includes index; 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
ER  -