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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Bibliographische Detailangaben
Hauptverfasser: Clemons, E.K., Thatcher, M.E.
Format: Tagungsbericht
Sprache:eng
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Beschreibung
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.
DOI:10.1109/HICSS.1998.654788