Assessing the profitability of a customer is very important to a firm from the standpoint of planning retention (and even acquisition) initiatives. Customer profitability is also the defining concept of customer relationship management (CRM). In this paper we propose a framework to quantify the...

This is the first study that exclusively focuses on gaining knowledge of the vast opportunities that Neuroscientific pricing research offers for marketing purposes. The findings of this study provide evidence of the importance to improve customer and organizational decision making. The findings...