haku: @indexterm profitability / yhteensä: 685
viite: 59 / 685
Tekijä: | Subhash, C.J. |
Otsikko: | CRM shifts the paradigm |
Lehti: | Journal of Strategic Marketing
2005 : DEC, VOL. 13:4, p. 275-291 |
Asiasana: | customer relationship management (CRM) customers profitability |
Kieli: | eng |
Tiivistelmä: | To gain a competitive edge by using customer relationship management (CRM) is feasible if CRM becomes an integrated part of the marketing management paradigm. This paper suggest adding a fifth P to the marketing mix framework to seek such integration. The fifth P refers to profiling the customer. |
SCIMA