Return on marketing investments in B2B customer relationships : a decision-making and optimization approach
Sandra Streukens; Stan van Hoesel; Ko de Ruyter
| Year of publication: |
2011
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|---|---|
| Authors: | Streukens, Sandra ; Hoesel, Stan van ; Ruyter, Ko de |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 40.2011, 1, p. 149-161
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| Subject: | B-to-B-Marketing | Business-to-business marketing | Return on Investment | Return on investment | Entscheidung | Decision | Mathematische Optimierung | Mathematical programming |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008907880