5. Sometimes firms use data mining to identify and aban- don customers who are not profitable because

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5. Sometimes firms use data mining to identify and aban- don customers who are not profitable because they don't spend enough to justify the service needed or because they return a large proportion of the items they buy. What do you think of such practices? Is it ethical for firms to prune out these customers?

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Marketing Real People Real Choices

ISBN: 9780132299206

5th Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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