2015 | OriginalPaper | Buchkapitel
Uncovering Opportunities for Cross-selling & Up-selling in the Spanish Financial Industry: who, what and when
verfasst von : Maria T. Salazar
Erschienen in: Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference
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Relationship Marketing is critical to financial services to promote customer retention and cross-selling. This paper offers a quantitative approach to address: (1) segmentation; (2) cross-selling; and (3) purchase sequence in a Spanish financial services company. The objective is help companies identify the most profitable customers to retain.