Customized targeting strategies for category coupons to maximize CLV and minimize cost
Bernhard von Mutius, Arnd Huchzermeier
| Year of publication: |
2021
|
|---|---|
| Authors: | Mutius, Bernhard von ; Huchzermeier, Arnd |
| Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 97.2021, 4, p. 764-779
|
| Subject: | Customized coupons | Targeted marketing | Category selection | Targeting strategies | Kundenbindungsprogramm | Loyalty program | Zielgruppe | Target group | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretai.2021.01.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013270725