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Data Warehousing

The Route to Mass Communication

By: Sean Kelly

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Paperback | 5 June 1996 | Edition Number 1

At a Glance

Paperback
184 Pages

Dimensions(cm)
23.15 x 15.1 x 1.37

Paperback

$125.35

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Though companies have amassed an enormous amount of data, they haven't always been able to use it because it is unstructured, unintegrated, or polluted. This book shows how to transform this vast pool of data into information of strategic significance. Taking up where database marketing leaves off, it offers practical ideas for businesses to realize staggering response rates from mailings, focused marketing campaigns, and more.

Industry Reviews

"An interesting book with some new and fresh perspectives from which to view cryospheric change. There are seven well-illustrated chapters in total.... The book is very well written, well illustrated and contains a valuable synthesis of cryospheric change in some of the dominant regions of the global cryosphere." (Area, March 2009)

“The major concepts, illustrated, are clear and accessible even for the non-specialist the coverage and synthesis work well and are quite informative.”(Choice)

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