Direct marketing and customer differentiation
by Sherwin, Nicholas David, D.B.A., UNIVERSITY OF PHOENIX, 2007, 132 pages; 3295003

Abstract:

The purpose of this quantitative descriptive research study was to explore the impact: (a) marketing distribution channel strategy (how the firm delivers products and services to end-user customers), and (b) customer database management methodology (how firms capture and use end-user customer information), have on a firm’s ability to differentiate end-user customers by current and future value, and on a firm’s ability to anticipate the needs of most valuable end-user customers. The study partially validated existing theory, added to the existing body of knowledge on the subject and raised new questions that necessitate further study. The findings demonstrate that there exists a relationship between the ability to differentiate end-user customers by value and anticipate future needs, and the ability to create increased customer loyalty and higher profit margins.

 
Advisor
SchoolUNIVERSITY OF PHOENIX
SourceDAI/A 68-12, p. , Apr 2008
Source TypeDissertation
SubjectsMarketing
Publication Number3295003
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