... in. Chapter 4, which has no coun-terpart in the first edition, is about applications of data mining in marketing and customer relationship management, the fields where most of our own work has ... Management Second Edition Gordon S. Linoff Data Mining Techniques For Marketing, Sales, and 470643 c01.qxd 3/8/04 11:08 AM Page 11 Why and What Is Data Mining? CHAPTER In the first edition of ... Team-Fly® 470643 flast.qxd 3/8/04 11:32 AM Page xxiiiIntroduction The first edition of Data Mining Techniques for Marketing, Sales, and Customer Support appeared on book shelves in 1997. The...