Customer segmentation model based on value generation for marketing strategies formulation

Whendeciding in which segment to invest orhowto distribute the marketing budget, managers generallytake risks in making decisions without considering the real impact every client or segment has over organizationalprofits. In this paper, a segmentation framework is proposed that considers, firstly, t...

Full description

Saved in:
Bibliographic Details
Main Authors: Cuadros, Alvaro Julio, Domínguez, Victoria Eugenia
Format: Online
Language:eng
spa
Published: Universidad Icesi 2014
Online Access:http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761

CIC - Centro de Información y Conocimiento Johannes Gutenberg ®