Allocation of marketing budgets to maximize customer equity
Hamidreza Koosha, Amir Albadvi
| Year of publication: |
2020
|
|---|---|
| Authors: | Koosha, Hamidreza ; Albadvi, Amir |
| Published in: |
Operational research : an international journal. - Berlin : Springer, ISSN 1866-1505, ZDB-ID 2425760-6. - Vol. 20.2020, 2, p. 561-583
|
| Subject: | Customer equity | Budget allocation | Customer acquisition | Customer retention | Genetic algorithm | Decision calculus | Simulated annealing | Beziehungsmarketing | Relationship marketing | Kundenwert | Customer value | Marketingmanagement | Marketing management | Kundengewinnung | Theorie | Theory | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12351-017-0356-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012214579