Customer relationship management in retailing: A content analysis of retail trade journals

@article{Anderson2007CustomerRM,
  title={Customer relationship management in retailing: A content analysis of retail trade journals},
  author={Joan L. Anderson and L. Jolly and A. Fairhurst},
  journal={Journal of Retailing and Consumer Services},
  year={2007},
  volume={14},
  pages={394-399}
}
  • Joan L. Anderson, L. Jolly, A. Fairhurst
  • Published 2007
  • Business
  • Journal of Retailing and Consumer Services
    • Abstract The purpose of this research was to increase knowledge and understanding of how retailers use business intelligence and data mining tools to implement customer relationship management (CRM) in retailing. Specific objectives were to (1) identify organization and infrastructure requirements for CRM effectiveness, (2) identify CRM objectives and goals of retail companies, (3) identify data mining tools utilized by retailers to perform CRM functions, and (4) identify CRM strategies used by… CONTINUE READING
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