The impact of IS-marketing alignment on marketing performance and business performance.
Val A. HooperSid L. HuffPeter C. ThirkellPublished in: Data Base (2010)
Keyphrases
- customer relationship management
- telecommunications industry
- data mining
- consumer behavior
- direct marketing
- decision making
- website
- customer behavior
- cross selling
- online marketing
- financial services
- data mining technology
- long term
- database marketing
- marketing strategies
- internet marketing
- high tech
- predictive modeling
- international business
- success stories
- customer retention
- information systems
- small and medium sized
- social media
- short and long term
- business activities
- marketing campaigns
- customer support
- return on investment
- business decisions
- business process
- data mining applications
- real world
- business processes
- business intelligence
- business managers
- case study
- internet enabled
- customer service
- business environment