• Given the increasing relevance of Customer Relationship Management, the strategicmanagement and control of customer-centric investments is key success factor.For this reason investments in customer relationships have to be managed likeany other investments of the company. The following article addresses this needand proposes a decision model using the dynamic optimisation approach whichallows determining optimal investments across the customer base for multipleinvestment periods. An example illustrates its applicability within the financialservices industry....
  • [Hans Ulrich Buhl, Martin Gneiser, Julia Heidemann]