Database Marketing Tools for SMEs The case of RFM Model

DOI

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.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the International Conference on Logistics, Engineering, Management and Computer Science
PB  - Atlantis Press
SP  - 997
EP  - 1001
SN  - 1951-6851
UR  - https://doi.org/10.2991/lemcs-14.2014.224
DO  - 10.2991/lemcs-14.2014.224
ID  - Guarda2014/05
ER  -