Feature-based recommendations for one-to-one marketing
نویسندگان
چکیده
منابع مشابه
One-to-one marketing on the internet
The Internet provides unprecedented ability for marketers to learn about their customers and offer custom products at special prices. The technology, marketing and economics of using the Internet for one-to-one marketing is examined. We find that, under very genera l conditions, a seller can make higher profits by adopting a "mixed" strategy of serving conventional segments with standardized pr...
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One-to-one marketing, also known as relationship marketing, promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Every interaction and modification improves your ability to fit your product to the particular customer. Eventually, even if a compet...
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One to one (1:1) marketing services (e.g., customized advertisements, promotions and direct mail) are a growth industry. Extant research in this area tends to have an engineering emphasis; they focus on developing techniques to use individual-level data to optimize 1:1 services. In contrast, this paper focuses on marketing strategy issues faced by a 1:1 service firm given the availability of th...
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ژورنال
عنوان ژورنال: Expert Systems with Applications
سال: 2004
ISSN: 0957-4174
DOI: 10.1016/j.eswa.2003.10.008