Do Retailers Benefit from Deploying Customer Analytics?
نویسندگان
چکیده
Do Retailers Benefit from Deploying Customer Analytics? Frank Germann a,∗, Gary L. Lilien b,1, Lars Fiedler c,2, Matthias Kraus d,3 a Department of Marketing, 395 Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46556, USA b Department of Marketing, Smeal College of Business, Pennsylvania State University, 468 Business Building, University Park, PA 16802, USA c McKinsey & Company, Inc., Am Sandtorkai 77, 20457 Hamburg, Germany d McKinsey & Company, Inc., Sophienstraße 26, 80333 Munich, Germany
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تاریخ انتشار 2014