Valuing customer portfolios with endogenous mass and direct marketing interventions using a stochastic dynamic programming decomposition
Mercedes Esteban-Bravo; Jose M. Vidal-Sanz; Gökhan Yildirim
| Year of publication: |
2014
|
|---|---|
| Authors: | Esteban-Bravo, Mercedes ; Vidal-Sanz, Jose M. ; Yildirim, Gökhan |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 5, p. 621-640
|
| Subject: | CRM | marketing resource allocation | long-term effect of marketing activities | stochastic dynamic programming | dynamic panel-data models | Dynamische Optimierung | Dynamic programming | Beziehungsmarketing | Relationship marketing | Direktmarketing | Direct marketing | Marketingmanagement | Marketing management | Stochastischer Prozess | Stochastic process | Theorie | Theory | Portfolio-Management | Portfolio selection |
| 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/10010468418