دور قاعدة بيانات الزبائن في تحليل الحصة السوقية : دراسة حالة شركة DELL

الملخص EN

With the growing use of information technology in the business environment, it become important for the companies to build a database of customers, including various demographic and psychological customers’ information, sales amounts, frequencies of dealing with the company, rebates granted, and the method of communication adopted such as e-mail or phone numbers.

Companies use this data after processing and analysis to take a different marketing decisions, and that stand out mainly in the market share analysis by identifying real and potential collaborators, knowledge of customers' map, and the possibility of achieving an effective system of inverse feeding that ensures effective management of the relationship with the collaborator and increase market share.

Dell Software is one of the international companies that use data rooms as a mean to communicate with customers, the firm focused on phone selling method at first, then expanded the use of its website and e-mail to target customers in various parts of the world, which enabled it to expand its market share in softwar