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| 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 don´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. |
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