Database Marketing Tools for SMEs The case of RFM Model
Teresa Guarda, Maria Augusto, Carlos Silva, João Lourenço, Andrea Sousa, Aquilino Costa
Available Online May 2014.
- https://doi.org/10.2991/lemcs-14.2014.224How to use a DOI?
- Competitive Advantage; Database Marketing; RFM Model; SMEs
- 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.
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 -