Optimal marketing strategies for the acquisition and retention of service subscribers
Tarek Ben Rhouma, Georges Zaccour
| Year of publication: |
June 2018
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|---|---|
| Authors: | Ben Rhouma, Tarek ; Zaccour, Georges |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 64.2018, 6, p. 2609-2627
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| Subject: | diffusion models | subscription service | customer retention | customer acquisition | optimal spending | dynamic programming | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Theorie | Theory | Kundengewinnung | Customer acquisition | Kundenbindung | Customer retention | Dynamische Optimierung | Dynamic programming |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2017.2752 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011878982