Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

Hans Buhl (), Martin Gneiser and Julia Heidemann

Metrika: International Journal for Theoretical and Applied Statistics, 2009, vol. 20, issue 2, 175-195

Abstract: Given the increasing relevance of Customer Relationship Management, the strategic management and control of customer-centric investments is key success factor. For this reason investments in customer relationships have to be managed like any other investments of the company. The following article addresses this need and proposes a decision model using the dynamic optimisation approach which allows determining optimal investments across the customer base for multiple investment periods. An example illustrates its applicability within the financial services industry. Copyright Springer-Verlag 2009

Date: 2009
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DOI: 10.1007/s00187-009-0077-4

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