JONKER, J.-J.; PIERSMA, N.; POEL, D. VAN DEN - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2003
With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing (customer relationship management) campaigns are enhanced in such a way that it is now both organizationally and economically feasible to profitably...