Title of article
The allocation of promotion budget to maximize customer equity
Author/Authors
Paul D. Berger، نويسنده , , Nada Nasr Bechwati، نويسنده ,
Issue Information
روزنامه با شماره پیاپی سال 1995
Pages
13
From page
49
To page
61
Keywords
retention , Decision calculus , Promotion budget allocation , Customer Equity , Customer lifetime value , Acquisition
Journal title
OMEGA
Serial Year
1995
Journal title
OMEGA
Record number
207250
Link To Document