The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 28-936
Full Name: Adrian Micu
Position: Senior Lecturer
Age: ON
Sex: Male
Address: str. N. Balcescu, no. 59-61, Galati
Country: ROMANIA
Tel: +40720733001802
Tel prefix:
Fax: +40236460467
E-mail address: mkdradrianmicu@yahoo.com
Other E-mails: adrian.micu@ugal.ro
Title of the Paper: OLAP Technique – An IT&C Support for Marketing Managers Decision Making Process (Case Study: Sales Multidimensional Analysis Applied in Hotel Services Industry
Authors as they appear in the Paper: Adrian Micu, Angela Eliza Micu, Alexandru Capatina
Email addresses of all the authors: mkdradrianmicu@yahoo.com,angelaelizamicu@yahoo.com,alexcapatina@gmail.com
Number of paper pages: 10
Abstract: In order to generate the enthusiasm and implicitly, the customers loyalty, every organization must efficiently manage a marketing database The information stocked in the databases (gathered by means of the direct contacts with the sales representatives, as a result of some marketing researches, registrations on the companies' websites, etc) allow an efficient management of the customers' portfolio, the determination of a customer profile and an efficient position of the offers on the market by means of the on-line analytical processing (OLAP) technique. In this paper, we emphasize the main capabilities of a CRM software that we developed and applied on the customers' portfolio of a Romanian hotel. The multidimensional analysis of the sales applied to the information about customers stored in the software's database using OLAP technique provides a real support for the marketing managers' decision making process. By testing the functions of this software, we reveal t!
he possibilities to create a personalized CRM strategy, to determine customers' profitability using a RFM model and to determine the best offer positioning, taking into account the distribution of sales according to the most important segmentation criteria, using online analytical processing.
Keywords: CRM software, Online analytical processing, Sales multidimensional analysis, Hotel services management
EXTENSION of the file: .doc
Special (Invited) Session: Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach
Organizer of the Session: 699-265
How Did you learn about congress:
IP ADDRESS: 89.137.221.40
