The study of the purchase/adoption behaviours on the products/services has seen the overcoming of the operating structure of the Customer Relationship Management (CRM). For the companies/agencies/institutions this study means a renewed attention to search new occasions to improve the economic performances. This paper proposes to use some methodologies of data analysis in order to make the three driver of the Customer Communication Management (CCM) measurable. We will refer especially to the customer communication management in pharmaceutical industry proposing techniques as the factorial analysis, the textual analysis and the shift-share analysis.

Mariani, P. (2006). Customer Communication Management. STATISTICA APPLICATA, 18(2), 329-337.

Customer Communication Management

MARIANI, PAOLO
2006

Abstract

The study of the purchase/adoption behaviours on the products/services has seen the overcoming of the operating structure of the Customer Relationship Management (CRM). For the companies/agencies/institutions this study means a renewed attention to search new occasions to improve the economic performances. This paper proposes to use some methodologies of data analysis in order to make the three driver of the Customer Communication Management (CCM) measurable. We will refer especially to the customer communication management in pharmaceutical industry proposing techniques as the factorial analysis, the textual analysis and the shift-share analysis.
Articolo in rivista - Articolo scientifico
Business statistics
English
2006
18
2
329
337
none
Mariani, P. (2006). Customer Communication Management. STATISTICA APPLICATA, 18(2), 329-337.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/3178
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