Auteur L. Pitt
Documents disponibles écrits par cet auteur (1)
Affiner la recherche
Article : texte imprimé
Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share
H-Y. Tsao, Auteur ; L. Pitt, Auteur ; C. Campbell, Auteur |This paper seeks to provide a framework and benchmark for the allocation of marketing budget between promotion and loyalty programmes using an approach that combines a Markov-type market share model and the Lagrange multiplier method to maximize[...]
