Allocation of marketing budgets to customer acquisition and retention spending based on decision calculus

Author: Hamidreza Koosha Industrial Engineering Department   Engineering Faculty   Ferdowsi University of Mashhad   Mashhad   IranIndustrial Engineering Department   Engineering Faculty   Ferdowsi University of Mashhad   Mashhad   Iran   AlbadviAmirIndustrial Engineering Department   Engineering Faculty   Tarbiat Modares University   Tehran   Iran  

Publisher: Emerald Group Publishing Ltd

E-ISSN: 1746-5672|10|2|179-197

ISSN: 1746-5664

Source: Journal of Modelling in Management, Vol.10, Iss.2, 2015-07, pp. : 179-197

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Abstract