Decision Models for Customer Relationship Management (CRM)

Werner Reinartz and Rajkumar Venkatesan

Chapter Chapter 9 in Handbook of Marketing Decision Models, 2008, pp 291-326 from Springer

Keywords: Customer Relationship Management; Customer Retention; Marketing Communication; Direct Mail; Customer Lifetime Value (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1007/978-0-387-78213-3_9

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