TY  - JOUR
AU  - Martínez, Rocío G.
AU  - Carrasco González, Ramón Alberto
AU  - Sánchez-Figueroa, Cristina
AU  - Gavilán Bouzas, Diana
PY  - 2021
DO  - 10.3390/math9161836
UR  - https://hdl.handle.net/20.500.14352/114663
T2  - Mathematics
AB  - In the field of strategic marketing, the recency, frequency and monetary (RFM) variables model has been applied for years to determine how solid a database is in terms of spending and customer activity. Retailers almost never obtain data related to...
LA  - eng
PB  - MDPI
KW  - RFM model
KW  - 2-tuple RFM model
KW  - Fuzzy linguistic modelling
KW  - Multicriteria decision making
KW  - AHP
KW  - Customer segmentation
KW  - Customer loyalty in retail
KW  - Product catalogue management
KW  - PCA
KW  - k-means
TI  - An RFM Model Customizable to Product Catalogues and Marketing Criteria Using Fuzzy Linguistic Models: Case Study of a Retail Business
TY  - journal article
VL  - 9
ER  -