Investigating the role of customer churn in the optimal allocation of offensive and defensive advertising : the case of the competitive growing market
Year of publication: |
2018
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Authors: | Machowska, Dominika |
Published in: |
Economics and business review. - Poznań : Poznań Univ. of Economics Press, ISSN 2392-1641, ZDB-ID 2820261-2. - Vol. 4.2018, 2, p. 3-23
|
Subject: | Lanchester model | Markovian Nash equilibrium | defensive and offensive advertising | potential market | customer churn | Werbung | Advertising | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Theorie | Theory |
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