It has been more than a decade since Peppers and Rogers (1993) proposed a strategic aftermath to mass marketing on the basis of the technological upheaval of the information age called “The One to One Future.” Since then, customer relationship management (CRM)has become a requisite fixture at many companies around the world. According to Gartner, Inc. (2007), revenues for customer relationship management (CRM) software alone is forecasted to exceed $7.4 billion in 2007, up 14 percent from $6.5 billion in 2006 and will push to $11.4 billion in total software revenue by 2011. Worldwide expenditures on all CRM activities are rapidly approaching the $100 billion mark (Kale 2004).
KeywordsSupport Vector Machine Customer Relationship Management Relationship Marketing Customer Lifetime Value Customer Lifetime
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