Using Customer Analytics to Succeed: The Case of Mexican SMEs

In this chapter, we present how business intelligence (BI) tools, specifically those related to social media, can help small- and medium-sized enterprises (SMEs) in Mexico to improve their customer relationship management (CRM). By collecting data from customer profiles on the needs and uses of prod...

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Bibliographische Detailangaben

Hauptverfasser:	Zapata-Cantú, Laura, Treviño, Teresa, Morton, Flor
Format:	Buchkapitel
Sprache:	eng
Online-Zugang:	Volltext
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