Comparison of CRM Programs Basing on Improving Customer Profitability: Using the AHP Method

In this paper, we generalize the cause-related marketing (CRM) methods that used by most current enterprises. And then, we probe into the difference of the effects of different types of CRM programs aiming at improving customer profitability by analytic hierarchy process (AHP). Consequently, we find out the sequencing results and provide some reference to the enterprises while performing CRM programs.

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Year of publication:	2014
Authors:	XUE, Dong-Fei ; ZHAO, Shi-Jie ; ZHANG, De-Peng
Published in:	International Review of Management and Marketing. - Econjournals. - Vol. 4.2014, 2, p. 167-174
Publisher:	Econjournals
Subject:	analytic hierarchy process \| customer profitability \| cause-related marketing

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Extent:	application/pdf text/html
Type of publication:	Article
Classification:	M3 - Marketing and Advertising
Source:	RePEc - Research Papers in Economics

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