The allocation of promotion budget to maximize customer equity

Omega

Volumn 29, Issue 1, 2001, Pages 49-61

  Berger, Paul D ^a   Bechwati, Nada Nasr ^b  

^a BOSTON UNIVERSITY   (United States)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

Acquisition; Customer equity; Customer lifetime value; Decision calculus; Promotion budget allocation; Retention

Indexed keywords

EID: 0006205914     PISSN: 03050483     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0305-0483(00)00023-2     Document Type: Article

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