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Managing marketing communications with multichannel customers
The authors present a process for managing marketing communications (MARCOM) with multichannel retail customers by leveraging enterprise-level data to understand and predict customers' channel choices over time. The MARCOM process steps are as follows: 1. Estimate a segment level channel choice model. 2. Assign each existing customer to a segment, and profile the segments. 3. Predict the probability of channel choice over time. 4. Develop a segment specific communications strategy. 5. Classify first-time customers into existing segments. 6. Update segment affiliation. Using the findings about differences in customers who buy from different channel combinations, the authors develop a MARCOM strategy to influence channel choice, and, ultimately, customer value. A key benefit of this process is that it leads to insights that a firm can use to quickly classify prospects into segments..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Retailing Market segmentation Distribution channels Models studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |