TY  - JOUR 
AU  - González Martínez, Rocío
AU  - Carrasco, Ramón Alberto
AU  - García-Madariaga, Jesús
AU  - Porcel Gallego, Carlos Gustavo
AU  - Herrera Viedma, Enrique
PY  - 2020
UR  - http://hdl.handle.net/10481/60217
AB  - Recency Frequency Monetary Value (RFM) is a clear and descriptive way to classify a customer database based on purchasing behavior that direct marketers have used with success since almost the last twenty years. Despite the fashion that exists lately...
LA  - eng
PB  - Elsevier BV
TI  - A comparison between Fuzzy Linguistic RFM Model and traditional RFM model applied to Campaign Management. Case study of retail business.
DO  - 10.1016/j.procs.2019.11.286
ER  -