Proceedings of the International Conference on Logistics, Engineering, Management and Computer Science

Database Marketing Tools for SMEs The case of RFM Model

Authors
Teresa Guarda, Maria Augusto, Carlos Silva, João Lourenço, Andrea Sousa, Aquilino Costa
Corresponding Author
Teresa Guarda
Available Online May 2014.
DOI
https://doi.org/10.2991/lemcs-14.2014.224How to use a DOI?
Keywords
Competitive Advantage; Database Marketing; RFM Model; SMEs
Abstract
Small and medium-sized enterprises (SMEs) are the engines of global economic growth. In the today competitive environment consumers demand a more personalized treatment and products andor services that better meet their needs. SMEs can successfully remain in the global market if they can respond to the customer needs. Notwithstanding Database marketing is a crescent usefulness tool, which SMEs would benefit from marketing campaigns to enhance market visibility, global positioning, and strategic advantage in the new economy, many SMEs don’t have tools for the extraction of knowledge from their databases. This paper presents an inexpensive alternative for SMEs, to knowledge extraction from marketing databases, using RFM model, to guide the development of marketing activities.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Logistics Engineering, Management and Computer Science (LEMCS 2014)
Part of series
Advances in Intelligent Systems Research
Publication Date
May 2014
ISBN
978-94-6252-010-3
ISSN
1951-6851
DOI
https://doi.org/10.2991/lemcs-14.2014.224How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Teresa Guarda
AU  - Maria Augusto
AU  - Carlos Silva
AU  - João Lourenço
AU  - Andrea Sousa
AU  - Aquilino Costa
PY  - 2014/05
DA  - 2014/05
TI  - Database Marketing Tools for SMEs The case of RFM Model
BT  - International Conference on Logistics Engineering, Management and Computer Science (LEMCS 2014)
PB  - Atlantis Press
SN  - 1951-6851
UR  - https://doi.org/10.2991/lemcs-14.2014.224
DO  - https://doi.org/10.2991/lemcs-14.2014.224
ID  - Guarda2014/05
ER  -