Dynamic customer management and the value of one-to-one marketing

Marketing Science

Volumn 28, Issue 6, 2009, Pages 1063-1079

  Khan, Romana ^a   Lewis, Michael ^b   Singh, Vishal ^c  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^b WASHINGTON UNIVERSITY IN ST LOUIS   (United States)

^c NEW YORK UNIVERSITY   (United States)

Author keywords

CRM; Database marketing; Dynamic programming; Heterogeneity; One to one marketing; Promotions

Indexed keywords

EID: 70449366589     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1090.0497     Document Type: Article

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