Return on marketing investments in B2B customer relationships : a decision-making and optimization approach
Year of publication: |
2011
|
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Authors: | Streukens, Sandra ; Hoesel, Stan van ; Ruyter, Ko de |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 40.2011, 1, p. 149-161
|
Subject: | B-to-B-Marketing | Business-to-business marketing | Return on Investment | Return on investment | Entscheidung | Decision | Mathematische Optimierung | Mathematical programming |
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