Ekinci, Yeliz; Ulengin, Füsun; Uray, Nimet - In: The Service Industries Journal 34 (2014) 2, pp. 103-122
The purpose of this study is to develop a methodology to guide managers in determining the optimal promotion campaigns to be directed towards different market segments in order to maximize the value of customers. For the purposes of this study, a two-step methodology is used, based on stochastic...