Huaynate-Mato, Edwin-David; Bohórquez-López, Víctor-Wilfredo; Méndez-Lazarte, Christiam-Ismael
(Association for Information SystemsEstados Unidos, 2018)
This study aims to demonstrate that the effectiveness of a targeted marketing campaign using coupons can be improved using elements of Social CRM. To achieve this, an experiment was carried out consisting in granting the ...