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- W2270681780 abstract "The objectives of databased marketing are to gather enough information about current and prospective customers, to create a model of the typical and most preferred customer, and to search among the prospects for those who match the model and consequently target them such as to obtain new customers. Hence, one may distinguish three levels of data-based marketing in the hospitality industry, namely 'relationship marketing' (recognition/information of current customers), 'guest history analysis' (analysis and targeting of previous customers), and 'prospecting customers' (cloning, modeling, and targeting of new customers)." @default.
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- W2270681780 date "1996-01-01" @default.
- W2270681780 modified "2023-09-27" @default.
- W2270681780 title "Data-based marketing in the hospitality industry" @default.
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