How do loyalty programs affect goodwill? : an optimal control approach

Mariusz Górajski, Dominika Machowska

Year of publication:	2019
Authors:	Górajski, Mariusz ; Machowska, Dominika
Published in:	4OR : a quarterly journal of operations research. - Berlin, Heidelberg : Springer, ZDB-ID 2127815-5. - Vol. 17.2019, 3, p. 297-316
Subject:	Loyalty program \| Goodwill \| Advertising efforts \| Optimal control \| Kundenbindungsprogramm \| Beziehungsmarketing \| Relationship marketing \| Geschäftswert \| Kontrolltheorie \| Control theory \| Mathematische Optimierung \| Mathematical programming \| Werbung \| Advertising

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