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Profit from Customer Data by Identifying Strategic Opportunities and Adopting the "Born Digital" Approach.
Gabriele Piccoli
Richard T. Watson
Published in:
MIS Q. Executive (2008)
Keyphrases
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customer data
marketing strategies
customer behavior
decision making
customer satisfaction
data mining
digital content
credit card
case study
knowledge management
customer base
life cycle
customer relationship management
direct marketing
website
data analysis