Koosha, Hamidreza; Albadvi, Amir - In: Journal of Modelling in Management 10 (2015) 2, pp. 179-197
Purpose – The purpose of this paper is to allocate marketing budgets in complex environments, where data are scarce and management judgment is available. In this research, marketing budgets are allocated, to maximize customer equity as a long-term profitability measure....