With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has...

This research extends a Pareto/NBD model of customer-base analysis using a hierarchical Bayesian (HB) framework to suit today's customized marketing. The proposed HB model presumes three tried and tested assumptions of Pareto/NBD models: (1) a Poisson purchase process, (2) a memoryless dropout...