UNDERSTANDING CUSTOMERS - PROFILING AND SEGMENTATION

Mircea Andrei Scridon
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Mircea Andrei Scridon: Babes-Bolyai University, Cluj-Napoca, Romania

Management and Marketing Journal, 2008, vol. 6, issue 1, 175-184

Abstract: In any industry, the first step to finding and creating profitable customers is determining what drives profitability. This leads to better prospecting and more successful customer relationship management. Any company can segment and profile their customer base to uncover those profit drivers using the knowledge of their customers, products, and markets. Or they can use data-driven techniques to find natural clusters in their customer or prospect base. Whatever the method, the process will lead to kn

Keywords: profiling; segmentation; penetration analysis; cluster analysis (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:6:y:2008:i:1:p:175-184

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