El valor del cliente en relaciones contractuales con estimaciones inciertas
The Customer Lifetime Value (CLV ) concept has been highly used in the marketing area over the years. In this paper the authors present some useful extensions for the case of uncertain data. In particular, a CLV estimation with triangular fuzzy numbers (TFN) is introduced.
Volume (Year): 3 (2009)
Issue (Month): 2 ()
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- Berger, Paul D. & Bechwati, Nada Nasr, 2001. "The allocation of promotion budget to maximize customer equity," Omega, Elsevier, vol. 29(1), pages 49-61, February.
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