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Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

Author

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  • Hans Buhl
  • Martin Gneiser
  • Julia Heidemann

Abstract

Given the increasing relevance of Customer Relationship Management, the strategic management and control of customer-centric investments is key success factor. For this reason investments in customer relationships have to be managed like any other investments of the company. The following article addresses this need and proposes a decision model using the dynamic optimisation approach which allows determining optimal investments across the customer base for multiple investment periods. An example illustrates its applicability within the financial services industry. Copyright Springer-Verlag 2009

Suggested Citation

  • Hans Buhl & Martin Gneiser & Julia Heidemann, 2009. "Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 20(2), pages 175-195, October.
    • Handle: RePEc:spr:metrik:v:20:y:2009:i:2:p:175-195
    DOI: 10.1007/s00187-009-0077-4
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    References listed on IDEAS

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