Optimizing the marketing interventions mix in intermediate-term CRM

Marketing Science

Volumn 24, Issue 3, 2005, Pages 477-489

  Rust, Roland T ^a   Verhoef, Peter C ^b,c  

^a UNIVERSITY OF MARYLAND   (United States)

^b ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

^c UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

Customer heterogeneity; Customer relationship management (CRM); Direct marketing; One to one marketing; Personalization; Segmentation

Indexed keywords

EID: 26044440898     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1040.0107     Document Type: Review

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