Effective customer selection for marketing campaigns based on net scores
René Michel, Igor Schnakenburg and Tobias von Martens
| Year of publication: |
2017
|
|---|---|
| Authors: | Michel, René ; Schnakenburg, Igor ; Martens, Tobias von |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7122, ZDB-ID 2551662-0. - Vol. 11.2017, 1, p. 2-15
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| Subject: | Data mining | Customer analytics | Direct marketing | Database marketing | Data Mining | Direktmarketing | Beziehungsmarketing | Relationship marketing | IT-gestütztes Marketing | Computer-assisted marketing | Kundendaten | Customer data | Marketing | Kundenanalyse | Customer analysis | Datenbank | Database | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-10-2015-0080 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10011699233