The Dark Side of Cross-Selling  

Oleh:

Shah, Denish ; Kumar, V.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 90 no. 12 (Dec. 2012), page 21-23.
Topik: Marketing; Business Strategy; Retail Company

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Imagine you’re a marketing manager for a national catalog retailer—a company that sells a wide array of wares, including apparel, furniture, bed and bath products, and outdoor items. Every category has its own catalog. You have before you data on two customers. Each currently buys products from just one of your catalogs, and each is modestly unprofitable. According to your data models, if you start sending those customers catalogs for your other product lines, they’ll probably start cross-buying. You could entice them with e-mailed discounts and coupons as well.

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