Using a decision support optimisation software tool to maximise returns from an overall marketing budget: A case study from a B-to-C marketing company

Author： Rowson Paul   Thompson Howard   Berry Julian  

Publisher： Palgrave Macmillan Ltd

ISSN： 1741-2447

Source： The Journal of Database Marketing & Customer Strategy Management, Vol.19, Iss.2, 2012-06, pp. : 138-142

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