Paradigmatic approach to managing complexity in knowledge-driven marketing
Data(s) |
01/01/2005
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Resumo |
This research develops a measure of Customer Lifetime Value, extending existing measures, that provides organisations having large customer databases the means to place a financial value on customers. Using this measure, new models are developed that provide a framework to use knowledge to drive marketing decisions. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Deakin University, Faculty of Science and Technology, School of Engineering and Information Technology |
Relação |
http://dro.deakin.edu.au/eserv/DU:30026983/pearce-licence-2005.pdf http://dro.deakin.edu.au/eserv/DU:30026983/pearce-paradigmaticapproach-2005.pdf |
Palavras-Chave | #Marketing - Management #Marketing - Decision making #Marketing - Planning |
Tipo |
Thesis |