Sales Optimization via Target Marketing aided by Business Intelligence

Marketing is a fundamental activity of almost all spheres of life, as its core concept is hinged on the exchange of values be it products or services. Its effects extends beyond marketing as a profession to marketing as an important part of personal choices in areas of spending income as well as corporate decisions. This book can profit both the emerging firms as well as the large corporate firms, since the marketing principles contained can strategically be adapted to the firm¿s unique circumstances so as to improve sales revenue, gain competitive advantage as well as heighten brand loyalty via repeat purchase. This book focuses on target marketing- a process that is well accelerated by business intelligence (BI); which is a technology driven process of profiling customer data, compiling sales historical records, trends and producing actionable information for decision makers. It is the wish of the author that this book will not only help firms improve their sales revenue and competitive advantage, but that it will also change the perspective how businesses perceive and interact with the customers.