Exploring Direct & Customer Relationship Marketing (second edition)
نویسندگان
چکیده
منابع مشابه
Electronic Customer Relationship Management and SME Marketing Practice: Exploring Potential Synergies
Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 20...
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a r t i c l e i n f o Keywords: Customer response predictive model Knowledge-based marketing RFM Neural networks Decision tree models Logistic regression Decision support techniques and models for marketing decisions are critical to retail success. Among different marketing domains, customer segmentation or profiling is recognized as an important area in research and industry practice. Various ...
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ژورنال
عنوان ژورنال: Journal of Database Marketing & Customer Strategy Management
سال: 2005
ISSN: 1741-2447
DOI: 10.1057/palgrave.dbm.3240255