Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition
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DOI: 10.1287/mksc.2014.0848
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- Vidal-Sanz, Jose M. & Yildirim, Gökhan, 2012. "Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a stochastic dynamic programming decomposition," DEE - Working Papers. Business Economics. WB wb121304, Universidad Carlos III de Madrid. Departamento de EconomÃa de la Empresa.
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- Matsuoka, Kohsuke, 2021. "A framework for variance analysis of customer equity based on a Markov chain model," Journal of Business Research, Elsevier, vol. 129(C), pages 57-69.
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Keywords
CRM; marketing resource allocation; long-term effect of marketing activities; stochastic dynamic programming; dynamic panel-data models;All these keywords.
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