TY  - BOOK
AU  - Winston, Wayne L.
TI  - Marketing analytics: data driven techniques with microsoft excel 
SN  - 9788126548620
U1  - 658.802  1
PY  - 2015///
CY  - New Delhi
PB  - WILEY
KW  - Ratio to moving average forecasting method
KW  - RFM analysis and optimizing direct mail campaigns
KW  - Calculating lifetime customer value
ER  -