search query: @author Berger, P.D. / total: 5
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| Author: | Berger, P.D. Bechwati, N.N. |
| Title: | The allocation of promotion budget to maximize customer equity |
| Journal: | Omega
2001 : FEB, VOL. 29:1, p. 49-61 |
| Index terms: | Relationship marketing Promotion Budget Customers |
| Language: | eng |
| Abstract: | Since the early 1980s, the concept of relationship marketing has gained increased acceptance in the field of general marketing, and particularly that of direct and interactive marketing. One of the major benefits of relationship marketing is the ability to make decisions based on their impact of customer equity. |
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