METHODOLOGY IMPROVE THE EFFECTIVENESS OF SOME KINDS OF DIRECT MARKETING FOR RETAIL BUSINESS
Abstract
Authors suggests some advices in the field of client base segmentation construction for retail profit-making organizations concerning their possible reaction on marketing cam-paigns. Advices are based on the results of research in one of the largest Russian retail net-work in the segment of mobile devices.
About the Authors
Konstantin L. Polyakov
National Research University Higher School of Economics
Russian Federation
Russian Federation
Marina V. Polyakova
National Research University Higher School of Economics
Russian Federation
Russian Federation
Ludmila V. Zhukova
National Research University Higher School of Economics
Russian Federation
Russian Federation
References
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Review
For citations:
Polyakov K.L., Polyakova M.V., Zhukova L.V. METHODOLOGY IMPROVE THE EFFECTIVENESS OF SOME KINDS OF DIRECT MARKETING FOR RETAIL BUSINESS. Modern Science and Innovations. 2013;(3):75-81. (In Russ.)
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