—Customer Equity and Lifetime Management (CELM) Finnair Case Study
Year of publication: |
2007
|
---|---|
Authors: | Tirenni, Giuliano ; Labbi, Abderrahim ; Berrospi, Cesar ; Elisseeff, André ; Bhose, Timir ; Pauro, Kari ; Pöyhönen, Seppo |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 26.2007, 4, p. 553-565
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | marketing optimization | loyalty programs | Markov decision processes | portfolio optimization | marketing budget allocation | customer equity | customer lifetime value |
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