Customer segmentation model based on value generation for marketing strategies formulation
When deciding in which segment to invest or how to distribute the marketing budget, managers generally take risks in making decisions without considering the real impact every client or segment has over organizational profits. In this paper, a segmentation framework is proposed that considers, first...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Spanish |
| Published: |
Universidad ICESI
2014-01-01
|
| Series: | Estudios Gerenciales |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S012359231400045X |