(See related pages)
After reading this chapter, you will be able to
- Understand the essential elements that make up a customer relationship management program.
- Describe the relationship that exists between marketing research and customer relationship management.
- Understand the meaning of market intelligence.
- Illustrate the process of data collection for a customer relationship management program.
- Illustrate and define a marketing research database.
- Illustrate the development and purpose of the data warehouse.
- Explain the process of data mining as it relates to the data warehouse.
- Understand the role of modeling in database analysis.
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