BAESENS, B.; VERSTRAETEN, G.; POEL, D. VAN DEN; … - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2002
Undoubtedly, Customer Relationship Management (CRM) has gained its importance through the statement that acquiring a new customer is several times more costly than retaining and selling additional products to existing customers. Consequently, marketing practitioners are currently often focusing...