Measuring Marketing Productivity in Services - An Application to Life Insurance.
Hanns de la Fuente MellaCarmen Berné ManeroMarta Pedraja IglesiasPublished in: LISS (1) (2011)
Keyphrases
- service providers
- service oriented
- decision making
- web services
- potential customers
- consumer behavior
- customer support
- financial services
- tourism industry
- data mining
- mobile payment
- end users
- software development
- service delivery
- website
- social media
- return on investment
- customer service
- context aware
- service discovery
- service composition
- ubiquitous computing
- risk management
- marketing campaigns
- long term
- fraud detection
- location aware
- service quality
- decision makers
- information services
- mobile applications
- success stories
- online marketing
- daily life