The impact of personalised incentives on the profitability of customer retention campaigns
Year of publication: |
May 2017
|
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Authors: | Tamoddoni, Ali ; Stakhovych, Stanislav ; Ewing, Michael |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 5/6, p. 327-347
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Subject: | Customer churn management | customer retention | incentive redemption | data mining | profitability frameworks | Beziehungsmarketing | Relationship marketing | Data Mining | Data mining | Prinzipal-Agent-Theorie | Agency theory | Konsumentenverhalten | Consumer behaviour | Rentabilität | Profitability | Marketingmanagement | Marketing management | Anreiz | Incentives |
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