Incorporating Strategic Consumer Behavior Into Customer Valuation  

Oleh:

Lewis, Michael

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 230-238.
Topik: CONSUMER BEHAVIOR; customer relationship management; CRM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The calculation of customer value without regard to marketing policy is problematic because the value of managerial flexibility and the impact od consumer learning are neglected. this article develops a structural dynamic programming model of consumer demand that includes marketing variables and consumer expectations of promotions. The author uses the estimated parameters to conduct policy experiments that yield more accurate forecasts of customer value and to study the impact of alternative marketing policies.

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