ITが生み出すマーケティング理論の新展開(<特集>経営システム工学特集)

概要

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After World War II, United State invented Marketing management, which was generalized a typical management strategy on business in the past half century, as a method for mass production and mass sales to mass market. Marketing management was conducted by two basic concept; Marketing mix, Product lifecycle which realize the idea for treating the problem "how to sell mass product". But, the progress of Information Technology (IT) changed quickly in the past 20 years, so that marketing was made to adapt new business scene. Especially, the developing of Network Technologies connected to the Internet, which close a relationship between product maker and consumer, devise a new thinking and method to marketing theory in the 21 st century. According to the progress of Internet for business use like B to B, B to C in United State of America new style marketing called Customer Equity Management (CEM) is taking over Customer Relationship Marketing (CRM). CEM is a management which is based on Customer Database, Recency, Frequency, and Monetary Analysis and Life Time Value Model. The purposes of this paper are to reveal the possibility of the intelligence of Customer Database include risk factor.
2004-09-30