Allocation of marketing budgets to customer acquisition and retention spending based on decision calculus
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.
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.
[引用][C] Allocation of marketing budgets to customer acquisition and retention spending based on decision calculus
A Albadvi - ingentaconnect.com
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. Design/methodology/approach–The researchers provide a model for
allocation of marketing budgets based on both decision calculus and econometric models
and combine it with the concept of Markov chain model to cope with data scarcity. Dynamic …
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. Design/methodology/approach–The researchers provide a model for
allocation of marketing budgets based on both decision calculus and econometric models
and combine it with the concept of Markov chain model to cope with data scarcity. Dynamic …