Affiliation:
1. Arindam Banerjee and Bibek Banerjee are Associate Professors in the Marketing Area of the Indian Institute of Management, Ahmedabad.
Abstract
The increasing availability of customers' transaction level data at the point of sale (POS) in electronic form in various stores in India is opening up important arenas in marketing analytics that can enhance business dicision-making process. This paper discusses the strategic role that management of customer information resources can play for the growth and sustenance of business. This paper also provides examples of simple analysis using POS data that can directly aid practising managers in their strategic and tactical decision-making.
Subject
General Business, Management and Accounting,General Decision Sciences
Cited by
5 articles.
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