Developing and using a customer profile data bank |
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Authors: | Lindsay Meredith |
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Affiliation: | Dr. Meredith is an industrial marketing professorin the Faculty of Business Administration at Simon Fraser University, Burnaby, British Columbia, Canada |
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Abstract: | This article proposes the implementation of a customer profile system to aid the industrial marketer in: making daily sales decisions involving the firm's customers; the development of the vendor's “buyer mix”; and the production of marketing analysis reports used by the firm. The components of the customer profile are presented and the procedures by which these elements can be incorporated into the firm's decision making are explained. Working examples are also provided to reinforce the concepts. Unfortunately the names of the actual corporations had to be deleted or changed for reasons of confidentiality. |
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Keywords: | Address correspondence to Professor Lindsay Meredith Faculty of Business Administration Simon Fraser University Burnaby British Columbia V5A-1S6 Canada. |
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