What stops most large `customer relationship managers' optimising their customer communications programmes? Part 1

Author: Berry, J

Source: The Journal of Database Marketing, Volume 10, Number 2, 1 December 2002 , pp. 114-120(7)

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Abstract:

This is intended to be the first of two papers that will attempt to unpack some of the issues that surround the broad and complex question of `optimisation' in the context of managing customer communications through time, to large cohorts of consumers, who, because of some historic transactional relationship, may be described as customers.Journal of Database Marketing (2002) 10, 114-120; doi:10.1057/palgrave.jdm.3240102

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.jdm.3240102

Publication date: 2002-12-01

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