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| Author: | Clief, M. van |
| Title: | Identifying your most profitable customers (Marketinginformationssystem; Werbekosten) |
| Journal: | Business Quarterly
1996 : WINTER, VOL. 61:2, p. 55-60 |
| Index terms: | |
| Freeterms: | MARKETING, KUNDE, RETURN ON INVESTMENT |
| Language: | eng |
| Abstract: | Advances in technology have given marketers the ability to store and analyze vast amounts of individual customer information. If they know how to use this data properly, marketers should be able to optimize their marketing strategies to provide a measurable return on their investment, build customer relationship equity and enhance shareholder value. |
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