search query: @indexterm CUSTOMER RELATIONS / total: 402
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| Author: | Vriens, M. Grigsby, M. |
| Title: | Building Profitable Online Customer-Brand Relationships |
| Journal: | Marketing Management
2001 : DEC-NOV, 4, p. 34-39 |
| Index terms: | INTERNET CUSTOMERS CUSTOMER RELATIONS INFORMATION TECHNOLOGY |
| Language: | eng |
| Abstract: | Customers' online clickstream data, including information search and purchasing behavior, is an exciting new data source that offers marketers a detailed look into what customers are doing online. Knowledge gained from customers' online clickstreams - data that track their information search and purchasing behavior - can help marketers build solid relationships with customers. Individual customer-level clickstream data can help companies create a predictive customer intelligence system to help enhance customers' Web site experiences and improve the efficiency of marketing efforts, Both the company and the customer can benefit from this knowledge, which leads to profitable and long-lasting customer-brand relationships. |
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