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The allocation of promotion budget to maximize customer equity

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  1. Holm, Morten & Kumar, V. & Plenborg, Thomas, 2016. "An investigation of Customer Accounting systems as a source of sustainable competitive advantage," Advances in accounting, Elsevier, vol. 32(C), pages 18-30.
  2. Zhou, Liping & Geng, Na & Jiang, Zhibin & Wang, Xiuxian, 2017. "Combining revenue and equity in capacity allocation of imaging facilities," European Journal of Operational Research, Elsevier, vol. 256(2), pages 619-628.
  3. Paul D Berger, 2016. "One man’s path to marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 1-13, March.
  4. Ma, Ming & Li, Zehui & Chen, Jinyuan, 2008. "Phase-type distribution of customer relationship with Markovian response and marketing expenditure decision on the customer lifetime value," European Journal of Operational Research, Elsevier, vol. 187(1), pages 313-326, May.
  5. Martín-Herrán, Guiomar & McQuitty, Shaun & Sigué, Simon Pierre, 2012. "Offensive versus defensive marketing: What is the optimal spending allocation?," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 210-219.
  6. Marín, Alfredo, 2011. "The discrete facility location problem with balanced allocation of customers," European Journal of Operational Research, Elsevier, vol. 210(1), pages 27-38, April.
  7. Wang, Deshen & Chen, Bintong & Chen, Jing, 2019. "Credit card fraud detection strategies with consumer incentives," Omega, Elsevier, vol. 88(C), pages 179-195.
  8. Raithel, Sascha & Taylor, Charles R. & Hock, Stefan J., 2016. "Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects," Journal of Business Research, Elsevier, vol. 69(9), pages 3788-3794.
  9. Hsiu-Yuan Tsao, 2013. "Budget allocation for customer acquisition and retention while balancing market share growth and customer equity," Marketing Letters, Springer, vol. 24(1), pages 1-11, March.
  10. W-K Ching & M K Ng & K-K Wong & E Altman, 2004. "Customer lifetime value: stochastic optimization approach," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 55(8), pages 860-868, August.
  11. Hamidreza Koosha & Amir Albadvi, 2020. "Allocation of marketing budgets to maximize customer equity," Operational Research, Springer, vol. 20(2), pages 561-583, June.
  12. Lhoest-Snoeck, Sietske & van Nierop, Erjen & Verhoef, Peter C., 2014. "For New Customers Only: A Study on the Effect of Acquisition Campaigns on a Service Company's Existing Customers' CLV," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 210-224.
  13. Bobby J. Calder & Edward C. Malthouse & Joe Omatoi, 2025. "Integrating the customer equity and brand equity approaches to the financial value of marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(1), pages 4-16, March.
  14. Yong-Wu Zhou & Chuanying Chen & Yuanguang Zhong & Bin Cao, 2020. "The allocation optimization of promotion budget and traffic volume for an online flash-sales platform," Annals of Operations Research, Springer, vol. 291(1), pages 1183-1207, August.
  15. Hans Buhl & Martin Gneiser & Julia Heidemann, 2009. "Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 20(2), pages 175-195, October.
  16. Sullivan, Ursula Y. & Thomas, Jacquelyn S., 2004. "Customer Migration: An Empirical Investigation across Multiple Channels," Working Papers 04-0112, University of Illinois at Urbana-Champaign, College of Business.
  17. Gil Lafuente, Ana María & Mauricio Ortigosa Hernández, 2009. "El valor del cliente en relaciones contractuales con estimaciones inciertas," Revista de Administración, Finanzas y Economía (Journal of Management, Finance and Economics), Tecnológico de Monterrey, Campus Ciudad de México, vol. 3(2), pages 91-110.
  18. Dong, Weimin & Swain, Scott D. & Berger, Paul D., 2007. "The role of channel quality in customer equity management," Journal of Business Research, Elsevier, vol. 60(12), pages 1243-1252, December.
  19. David A. Schweidel & Peter S. Fader & Eric T. Bradlow, 2008. "A Bivariate Timing Model of Customer Acquisition and Retention," Marketing Science, INFORMS, vol. 27(5), pages 829-843, 09-10.
  20. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
  21. V. Kumar & S. Sriram & Anita Luo & Pradeep K. Chintagunta, 2011. "Assessing the Effect of Marketing Investments in a Business Marketing Context," Marketing Science, INFORMS, vol. 30(5), pages 924-940, September.
  22. Jesús Sánchez-Oro & Ana D. López-Sánchez & Anna Martínez-Gavara & Alfredo G. Hernández-Díaz & Abraham Duarte, 2021. "A Hybrid Strategic Oscillation with Path Relinking Algorithm for the Multiobjective k -Balanced Center Location Problem," Mathematics, MDPI, vol. 9(8), pages 1-21, April.
  23. Pfeifer, Phillip E. & Ovchinnikov, Anton, 2011. "A Note on Willingness to Spend and Customer Lifetime Value for Firms with Limited Capacity," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 178-189.
  24. G. E. Fruchter & S. P. Sigué, 2009. "Social Relationship and Transactional Marketing Policies—Maximizing Customer Lifetime Value," Journal of Optimization Theory and Applications, Springer, vol. 142(3), pages 469-492, September.
  25. Berger, Paul D. & Gerstenfeld, Arthur & Zeng, Amy Z., 2004. "How many suppliers are best? A decision-analysis approach," Omega, Elsevier, vol. 32(1), pages 9-15, February.
  26. Mehrdad Memarpour & Erfan Hassannayebi & Navid Fattahi Miab & Ali Farjad, 2021. "Dynamic allocation of promotional budgets based on maximizing customer equity," Operational Research, Springer, vol. 21(4), pages 2365-2389, December.
  27. Berry, Leonard L. & Bolton, Ruth N. & Bridges, Cheryl H. & Meyer, Jeffrey & Parasuraman, A. & Seiders, Kathleen, 2010. "Opportunities for Innovation in the Delivery of Interactive Retail Services," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 155-167.
  28. Tarek Ben Rhouma & Georges Zaccour, 2018. "Optimal Marketing Strategies for the Acquisition and Retention of Service Subscriber," Management Science, INFORMS, vol. 64(6), pages 2609-2627, June.
  29. Valenzuela, Leslier & Torres, Eduardo & Hidalgo, Pedro & Farías, Pablo, 2014. "Salesperson CLV orientation's effect on performance," Journal of Business Research, Elsevier, vol. 67(4), pages 550-557.
  30. Ekinci, Yeliz & Ülengin, Füsun & Uray, Nimet & Ülengin, Burç, 2014. "Analysis of customer lifetime value and marketing expenditure decisions through a Markovian-based model," European Journal of Operational Research, Elsevier, vol. 237(1), pages 278-288.
  31. Hans Buhl & Robert Klein & Johannes Kolb & Andrea Landherr, 2011. "CR 2 M—an approach for capacity control considering long-term effects on the value of a customer for the company," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 22(2), pages 187-204, December.
  32. Klein, Robert & Kolb, Johannes, 2015. "Maximizing customer equity subject to capacity constraints," Omega, Elsevier, vol. 55(C), pages 111-125.
  33. Chang, Shuhua & Zhang, Zhaowei & Wang, Xinyu & Dong, Yan, 2020. "Optimal acquisition and retention strategies in a duopoly model of competition," European Journal of Operational Research, Elsevier, vol. 282(2), pages 677-695.
  34. R C Hanna & P D Berger & L J Abendroth, 2005. "Optimizing time limits in retail promotions: an email application," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 56(1), pages 15-24, January.
  35. Huan Yu & Ye Shi & Yugang Yu & Jie Liu & Feng Yang & Jie Wu, 2020. "Business analytics: online promotion with gift rewards," Annals of Operations Research, Springer, vol. 291(1), pages 1061-1076, August.
  36. Chiang, Lan-Lung (Luke) & Yang, Chin-Sheng, 2018. "Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 177-187.
  37. Huisman, Hester M. & de Haan, Evert & Mulder, Machiel & Wieringa, Jaap E., 2024. "The combined effect of regulators’ and retailers’ actions to stimulate consumer participation in retail energy markets," Energy Policy, Elsevier, vol. 184(C).
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