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...

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Bibliographic Details
Main Authors: Cuadros, Alvaro Julio, Domínguez, Victoria Eugenia
Format: Online
Published: Universidad Icesi 2014
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