... membership probabilities are used to obtain the maximum likelihood estimates for w and b. Retailing Relationship marketing Customer retention Database marketing Intense competition and increased choices available to customers create new pressures on retailers to manage...

... interview protocol with mainly broad open‐ended questions to ensure a consistent pathway to analysing the interview data was used (Yin, 1994). Interview questions were developed using prior theory in the areas of customer service and database marketing and in consultation with several academics...

... of different cyber segmentation is reported. The adoption of any mass customization will require an important commitment of corporate resources in two critical disciplines. First, database marketing requires mass marketers to become direct marketers to constantly retarget and tailor their relevant messages...

...Chris O'Leary; Sally Rao; Chad Perry Firms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses an action research approach to develop a new framework about how they can do...

...Gorm Kunøe The development of database marketing has brought a new set of possibilities to marketers. The use of one‐to‐one communication is a new way of closing the gap between the clients’ expectations and experiences. However, the realization of new one‐to‐one communication strategies has its...

... as mentioned in Figure 1 refer to demographics, life style or behavioral variables, the situational characteristics concern factors such as alternative offers that are received at the same time and the available amount of money. © MCB UP Limited 1998 Charities Conjoint analysis Database...