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This second edition provides a comprehensive, business-oriented introduction to data mining, focusing on practical methods used to enhance marketing, sales, and customer relationship strategies. It explains core techniques—including predictive modeling, clustering, and data preparation—while illustrating their application through real-world business examples. The book is widely used as a practitioner’s guide for applying analytic methods to improve customer acquisition, retention, and profitability.

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245: $a: Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management (Second Edition)
245: $b:
082: $a:
100: $a: Michael J.A. Berry & Gordon S. Linoff
650: $a: Data mining
250: $a: 2
440: $v:
250: $b: Wiley Publishing, Inc.
250: $c: 2004
020: $a: 978-0-471-47064-1
300: $a: 672