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Targeting: How to select customers for direct marketing campaigns
There are several methods to select targets for a direct marketing campaign. One frequently used method is RFM analysis. Why should you use targeting techniques? And how do you implement the RFM...
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Consumers & Social Networks
Within marketing science, there is a lot of debate regarding social media. Is social media the holy grail of marketing 2.0 or nothing more than an additional marketing channel? In my opinion social...
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