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Previously published as The Journal of Database Marketing

The Journal of Database Marketing & Customer Strategy Management was previously published as The Journal of Database Marketing.

Publisher: Palgrave Macmillan

Volume 11, Number 4, 1 July 2004

Editorial
pp. 294-296(3)
Author: Ozimek, John

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Company activities for managing customer equity
pp. 319-332(14)
Author: Hansotia, Behram

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Exploring the success factors of eCRM strategies in practice
pp. 333-343(11)
Authors: Chen, Qimei; Chen, Hong-Mei

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Artificial neural networks, classification trees and regression: Which method for which customer base?
pp. 344-356(13)
Authors: Linder, Roland; Geier, Jeannine; Kölliker, Mathias

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Genetic modelling in database marketing: The GenIQ Model
pp. 357-372(16)
Author: Ratner, Bruce

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Legal update: Database right — Place your bets
pp. 373-378(6)
Authors: Obhi, Harjinder; Nettleton, Ewan

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