Juarez Alencar, Antonio; Martins Ribeiro, Eduardo; … - In: Marketing Intelligence & Planning 24 (2006) 2, pp. 106-118
Purpose – In the classic recency‐frequency‐monetary value (RFV or RFM) approach to market segmentation, customers are grouped together into an arbitrary number of segments according to data on their most recent day of purchase (R), the number of buying orders placed (F) and the total...