Abstract
A shift from product-driven marketing to customer-driven marketing has become essential in today’s highly competitive business environment Companies must continuously learn from interactions with customers and respond to the knowledge gained from those interactions. This white paper discusses the technological and business issues involved in implementing a marketing campaign management initiative based on progressive techniques in managing customer relationships. It details the practice of using advanced data management and analysis techniques to transform a large amount of carefully chosen customer data into reliable information to support strategic and tactical marketing decisions. This paper illustrates one instance of integrating analytical CRM with operational CRM for competitive advantage.
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© 2001 Friedr. Vieweg & Sohn Verlagsgesellschaft mbH
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SAS Institute Inc.. (2001). Implementing a CRM-based Campaign Management Strategy. In: Customer Relationship Management. HOTT Guide. Vieweg+Teubner Verlag, Wiesbaden. https://doi.org/10.1007/978-3-322-84961-8_13
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DOI: https://doi.org/10.1007/978-3-322-84961-8_13
Publisher Name: Vieweg+Teubner Verlag, Wiesbaden
Print ISBN: 978-3-322-84963-2
Online ISBN: 978-3-322-84961-8
eBook Packages: Springer Book Archive