UDC 336

DIRECT MARKETING CONCEPT OF LOYALTY IN RFM ANALYSIS

Kisarin Alexander Victorovich
Ural State Economic University
2nd year Master of the direction «Applied Informatics»

Abstract
Evaluating the Recency Frequency Monetary segmentation based on the life cycle of the client. A description of the key concept of direct marketing. Relationship, achieving and enhancing customer loyalty.

Keywords: Recency Frequency Monetary


Article reference:
Direct marketing concept of loyalty in RFM analysis // Economics and innovations management. 2017. № 4 [Electronic journal]. URL: http://ekonomika.snauka.ru/en/2017/04/14598

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