haku: @indexterm CLUSTER ANALYSIS / yhteensä: 167
viite: 51 / 167
Tekijä: | Nairn, A. Bottomley, P. |
Otsikko: | Something approaching science? Cluster analysis procedures in the CRM era |
Lehti: | International Journal of Market Research
2003 : VOL 45:2, p. 241-261 |
Asiasana: | CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CLUSTER ANALYSIS SEGMENTATION |
Kieli: | eng |
Tiivistelmä: | Customer Relationship Marketing (CRM) is an important part of marketing process; firms invest a lot of money to CRM. Even firms invest a lot of money to CRM projects, over 50 % of these projects donĀ“t meet benefit objectives. This article reports the findings of a segmentation process and the purposes of segmentation in connection with CRM. Authors offer theoretical, practical and technical advices that firms can improve their CRM performance. |
SCIMA