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Relationships in Marketing and Optimal Control

In: Models and Methods in Economics and Management Science

Author

Listed:
  • Gila E. Fruchter

    (Bar-Ilan University)

Abstract

Relationship marketing (RM) has been a topic of serious discussions among academics and marketing practitioners for the best part of 20 years. In the 1990s it became the leading topic of discussion at academic conferences in Europe, North America, Australia and elsewhere around the globe. In this chapter we show how one can treat several problems in relationship marketing by transforming them into an optimal control problem.

Suggested Citation

  • Gila E. Fruchter, 2014. "Relationships in Marketing and Optimal Control," International Series in Operations Research & Management Science, in: Fouad El Ouardighi & Konstantin Kogan (ed.), Models and Methods in Economics and Management Science, edition 127, pages 95-106, Springer.
    • Handle: RePEc:spr:isochp:978-3-319-00669-7_6
    DOI: 10.1007/978-3-319-00669-7_6
    as

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