Transactional Segmentation to Slow Customer Defections - Using changes in transactional patterns to trigger one-to-one marketing efforts could help retain customers.
| Year of publication: |
1999
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|---|---|
| Authors: | Pearson, Michael M. ; Gessner, Guy H. |
| Published in: |
Marketing management : a quarterly business management publication of the American Marketing Association. - Chicago, Ill : AMA, ISSN 1061-3846, ZDB-ID 12018028. - Vol. 8.1999, 2, p. 17-24
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