期刊刊名：管理科學與統計決策 　 卷期：7卷4期

篇名出版日期：2010年12月1日

作者：SHANGCHIA LIU, MINGHSIEN YANG, YINYIH CHANG, YIEFANG KAO

語言：English

關鍵字：Marketing agent, Business model, Database marketing, Customer sharing

被點閱次數：0次

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摘要：
Customer database sharing has not only modified the way enterprises see its customers but have also brought some significant changes to the way enterprises interact with each other. This research proposes a new business model of marketing agent for customer database sharing that applies collaborative marketing concept to increase marketing efficiency. The model has been validated using the Nominal Group Technique (NGT), and in-depth interview method. The NGT agreed that the framework of model and the implementation strategies are conceptually feasible and proposed some suggestions for revising it. Three cases of collaborative marketing were also addressed and their sales managers were interviewed. They were positive about the practical feasibility of the model. The study revised the model according to the results of the NGT discussion and the in-depth interviews. Finally, the study discussed the implications for applying the model and suggested some directions for further study.

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