P/M/739. Customer database: theory and practices in customer relationship management
(2006, 3000 words)
The paper reports on customer relationship management (CRM) in Denbies describing the situation in the UK wine industry, the importance of the database providing information about clients for e-marketing, the CRM cycle, the lifetime value (LTV) of customers, the issues of customer loyalty, customer profitability, etc. Recommendations are made about the CRM database implementation.
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