A new marketing strategy map for direct marketing

Knowledge-Based Systems

Volumn 22, Issue 5, 2009, Pages 327-335

  Kim, Young Ae ^a   Song, Hee Seok ^b   Kim, Soung Hie ^a  

^a Korea Advanced Institute of Science and Technology Business School   (South Korea)

^b Hannam University   (South Korea)

Author keywords

Customer relationship management; Direct marketing strategy; Marketing strategy map; Reinforcement Learning; Sequential decision making

Indexed keywords

COST-SENSITIVE; COST-SENSITIVE LEARNING; CUSTOMER RELATIONSHIP MANAGEMENT; DIRECT MARKETING; DIRECT MARKETING STRATEGY; EXPECTED PROFITS; MARKETING MANAGER; MARKETING STRATEGY; MARKETING STRATEGY MAP; PROFIT MAXIMIZATION; SEQUENTIAL DECISION MAKING; SHORTEST PATH;

CUSTOMER SATISFACTION; EARNINGS; EDUCATION; LEARNING ALGORITHMS; OPTIMIZATION; PROBABILITY; PUBLIC RELATIONS; REINFORCEMENT; REINFORCEMENT LEARNING; SALES; SEQUENTIAL SWITCHING; STRATEGIC PLANNING;

DECISION MAKING;

EID: 67349163169     PISSN: 09507051     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.knosys.2009.02.013     Document Type: Article

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