One of the major issues confronting marketing decision makers ishow to deal with the volume and complexity of customer informationavailable. In addition to dealing with the volume of data issue,relationship marketing has also become an important focus,largely owing to the recognition that maintaining an existing customerbase is far more costeffective than replacing disaffected customerswith new users. As marketers refocus on customercentred relationships,however, efforts have come to rely extensively on the volume of customerinformation available from computerand scannerbased data. Valuable asthe information in these databases can be, the end result is often adistancing of the company from its customers.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jan 1, 1992
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