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Customer relationship management in retailing: A content analysis of retail trade journals
2007
Journal of Retailing and Consumer Services
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 retail
doi:10.1016/j.jretconser.2007.02.009
fatcat:4ksc3qswczf25kzwfbjyabfaua