Asserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what customers and prospects “look like”. Reviews the processes involved in database marketing. Suggests to marketers the best processes to adopt. Describes the advantages of the mathematical computation RFM (recency, frequency, and monetary value) in consumer behavioral analysis. Provides a description of how the system can be implemented by practitioners.
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Ron Kahan (1998) studied this question.