期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2009
卷号：XVIII
期号：04
出版社：University of Oradea
摘要：Relationship marketing involves a displacement of the organizations‘ attention from customer acquisition and the execution of
mere transactions to the retention of profitable customers and the tacit understanding of each party‘s needs. The activity of
going from mass marketing to one-to-one marketing is associated to a series of dimensions based on concepts such as trust,
commitment, loyalty, fidelity and retention. The challenges facing many companies is to be able to create and maintain a
business relying on customer relationship, and the Data Mining techniques can significantly ease this process. This paper
concretely emphasizes the objectives to reach in order to ―perform long-term collaborating exchanges‖ and the main Data
Mining techniques providing solutions to execute them.
关键词：relationship marketing, fidelity, retention, Data Mining techniques
