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International Review of Management and Marketing (IRMM)

Yıl 2014 , Cilt 4 , Sayı 2

Makale özeti ve diğer detaylar.

Makale özeti
Başlık :

Comparison of crm programs basing on improving customer profitability: using the ahp method

Yazar kurumları :
Guangdong University of Technology1
Görüntülenme :
207
DOI :
Özet Türkçe :

In this paper, we generalize the cause-related marketing (CRM) methods that used by most current enterprises. And then, we probe into the difference of the effects of different types of CRM programs aiming at improving customer profitability by analytic hierarchy process (AHP). Consequently, we find out the sequencing results and provide some reference to the enterprises while performing CRM programs.

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