Customer Equity and Lifetime Management (CELM) finnair case study

Marketing Science

Volumn 26, Issue 4, 2007, Pages 553-565

  Tirenni, Giuliano ^a,b   Labbi, Abderrahim ^a   Berrospi, Cesar ^a   Elisseeff, André ^a   Bhose, Timir ^c   Pauro, Kari ^c   Pöyhönen, Seppo ^c  

^a IBM RESEARCH ZURICH   (Switzerland)

^b Marc Brandis Strategic Consulting   (Switzerland)

^c Finnair Oyj   (Finland)

Author keywords

Customer equity; Customer lifetime value; Loyalty programs; Marketing budget allocation; Marketing optimization; Markov decision processes; Portfolio optimization

Indexed keywords

EID: 38549119464     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0249     Document Type: Article

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