Accounting for risk in the traditional RFM approach
Year of publication: |
2016
|
---|---|
Authors: | Singh, Shweta ; Singh, Sumit |
Published in: |
Management research review. - Bingley : Emerald, ISSN 2040-8269, ZDB-ID 2535152-7. - Vol. 39.2016, 2, p. 215-234
|
Subject: | Efficiency | DEA | Customer value | Customer risk | Direct marketing | RFM | Kundenwert | Data-Envelopment-Analyse | Data envelopment analysis | Risiko | Risk | Direktmarketing | Beziehungsmarketing | Relationship marketing |
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