Assessing the Effect of Marketing Investments in a Business Marketing Context.
V. KumarS. SriramAnita LuoPradeep K. ChintaguntaPublished in: Mark. Sci. (2011)
Keyphrases
- telecommunications industry
- return on investment
- customer relationship management
- data mining
- consumer behavior
- decision making
- direct marketing
- online marketing
- internet marketing
- customer behavior
- data mining technology
- electronic commerce
- website
- database marketing
- long term
- customer service
- marketing strategies
- small and medium sized
- success stories
- marketing campaigns
- customer support
- information technology
- information systems
- tourism industry
- business processes
- contextual information
- cross selling
- international business
- financial services
- search engine marketing
- business process
- decision makers
- potential customers
- business managers
- knowledge management
- real world
- predictive modeling