Capital One: exploiting an information-based strategy
Capital One has exploited an innovative approach to targeted marketing, based on customer profitability analysis, to achieve impressive performance as a leading credit card issuer. It is sustaining its advantage through investment in infrastructure and personnel, and through constantly improving its...
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Format: | Tagungsbericht |
Sprache: | eng |
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Zusammenfassung: | Capital One has exploited an innovative approach to targeted marketing, based on customer profitability analysis, to achieve impressive performance as a leading credit card issuer. It is sustaining its advantage through investment in infrastructure and personnel, and through constantly improving its expertise through a practice known as test-and-learn. Moreover, it is attempting to generalize this information-based strategy to other industries. |
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DOI: | 10.1109/HICSS.1998.654788 |