Logo

Pusat Sumber Belajar FEB UI

  • FAQ
  • Berita
  • Rooms
  • Bantuan
  • Area Anggota
  • Pilih Bahasa :
    Bahasa Inggris Bahasa Indonesia
  • Search
  • Google
  • Advanced Search
*sometimes there will be ads at the top, just scroll down to the results of this web
No image available for this title

Text

Optimal marketing strategies for a customer data intermedia

Sudhir, K. - ; Pancras, Joseph - ;

Advances in data collection and storage technologies have given rise to the customer data intermediary (CDI), a firm that collects customer data to offer customer-specific marketing services to marketers. With widespread adoption of customer relationship management (CRM) and one-to-one (1:1) marketing, the demand for such services continues to grow. Extant empirical research using customer data for CRM and 1:1 marketing tends to have an engineering emphasis and focuses on developing analysis techniques to implement CRM and 1:1 marketing optimally (i.e., the technology for the CDI). In contrast, this article focuses on marketing strategy issues that the intermediary faces, given the availability of the technology to implement such services. Specifically, the authors develop an empirical framework to evaluate the optimal customer (exclusive/nonexclusive), product (quality or accuracy of the 1:1 customization), and pricing strategy for a CDI. They illustrate the framework for one type of CDI - a 1:1 coupon service firm that caters to grocery manufacturers - using household purchase history data from the ketchup market. The authors find that selling on a nonexclusive basis using the maximum available purchase history data is the most profitable strategy for the CDI in the particular market. They also evaluate the potential impact of retailers entering the 1:1 coupon service business. Because 1:1 marketing can increase the retailer's profits from goods sold, it is optimal for the retailer to undercut the prices of a pure-play CDI that offers 1:1 coupon services. .Printed Journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekCustomer services
Customer relationship management
Market strategy
studies
Grocery stores
Customer information files
Data collection
ISBN/ISSN222437
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

Pencarian Spesifik
Where do you want to share?