Peker, Serhat; Kocyigit, Altan; Eren, P. Erhan - In: Marketing Intelligence & Planning 35 (2017) 4, pp. 544-559
Purpose The purpose of this paper is to propose a new RFM model called length, recency, frequency, monetary and … allocating resources efficiently. Originality/value This study contributes to prior literature by proposing a new RFM model …