Customer segmentation model based on value generation for marketing strategies formulation

Customer segmentation model based on value generation for marketing strategies formulation

Show other versions (1)

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...

Full description

Bibliographic Details
Main Authors: Alvaro Julio Cuadros, Victoria Eugenia Domínguez
Format: Article
Language:Spanish
Published: Universidad ICESI 2014-01-01
Series:Estudios Gerenciales
Subjects:
Segmentation
Customer value
Artificial neural network
Self-organized maps
Online Access:http://www.sciencedirect.com/science/article/pii/S012359231400045X

Internet

http://www.sciencedirect.com/science/article/pii/S012359231400045X

Similar Items