Social Relationship and Transactional Marketing Policies—Maximizing Customer Lifetime Value
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DOI: 10.1007/s10957-009-9536-1
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- Martín-Herrán, Guiomar & McQuitty, Shaun & Sigué, Simon Pierre, 2012. "Offensive versus defensive marketing: What is the optimal spending allocation?," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 210-219.
- Ainhoa Rodriguez OromendÃa & MarÃa Dolores Reina Paz & Ramón RufÃn, 2015. "Research Note: Relationship versus Transactional Marketing in Travel and Tourism Trade Shows," Tourism Economics, , vol. 21(2), pages 427-434, April.
- Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2018. "Food shoppers’ share of wallet: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 119-130.
- Mariusz Górajski & Dominika Machowska, 2019. "How do loyalty programs affect goodwill? An optimal control approach," 4OR, Springer, vol. 17(3), pages 297-316, September.
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Keywords
Customer lifetime value; Dynamic optimization; Optimal control; Social relationships; Transactional marketing;All these keywords.
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