Allocation of marketing budgets to maximize customer equity
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DOI: 10.1007/s12351-017-0356-z
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Cited by:
- ROSÁRIO Albérico & CASACA Joaquim A., 2023. "Relationship Marketing And Customer Retention - A Systematic Literature Review," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(3), pages 44-66, December.
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Keywords
Customer equity; Budget allocation; Customer acquisition; Customer retention; Genetic algorithm; Decision calculus; Simulated annealing;All these keywords.
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