The importance of analysis and planning in customer relationship marketing.

Alvarez, Javier Gonzalez, Raeside, Robert and Jones, Warwick Beresford (2006) The importance of analysis and planning in customer relationship marketing. Journal of Database Marketing and Customer Strategy Management, 13 (3). pp. 222-230. ISSN 1741-2439

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Customer revenue management (CRM) is widely recognised as beneficial, yet many organisations who have used this approach have not found the results they had hoped for. This paper reports a survey of businesses using CRM to assess if activity in this area can be correlated with business success and to allow verification of the findings of Woodcock who found a positive correlation. Interviews with managers responsible for CRM and scoring are reported and their effort in customer data collection, maintenance, segmentation and modelling are assessed. This analysis and planning is perceived to be the foundation of CRM. It is found that companies who scored well in analysis and planning also performed well in regard to business performance metrics

Item Type: Article
Print ISSN: 1741-2439
Electronic ISSN: 1741-2447
Uncontrolled Keywords: Database; Marketing; Customer; Relationship; Analytical; CRM; e-CRM; Direct; Mail; Telemarketing; Targeting; Segmentation; Behavioural Analysis; Systems; Profiling; Campaign; Intelligent; e-marketing; Interactive; Market; eCommerce; Internet; Information; Management; Research; Data Protection;
University Divisions/Research Centres: Edinburgh Napier University, Employment Research Institute
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 4387
Depositing User: Mrs Lyn Gibson
Date Deposited: 03 May 2011 10:02
Last Modified: 26 Mar 2013 14:14

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