A bi-level programming Model of the Marketing Resources Based on Customer Equity in CRM

被引：0
|
作者：
Weng, Shengbin [1 ]
Yu, Jielong [1 ]
机构：
[1] Jiaxing Univ, Coll Business, Dept Mkt Reshearch, Jiaxing City, Zhejiang, Peoples R China
来源：
INFORMATION TECHNOLOGY APPLICATIONS IN INDUSTRY, PTS 1-4 | 2013年 / 263-266卷
关键词：
CRM; Customer Equity; Marketing Resources; Bi-level Programming;
D O I：
10.4028/www.scientific.net/AMM.263-266.3335
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
In this paper, we focus on the allocation model of the marketing resource in CRM. We developed a bi-level programming model based on the customer equity theory. This model will help the corporate to coordinate the marketing resources allocation process with customer equity growth. It will strengthen the capacity of customer relationship management and keep the competitive advantage in a long run.
引用
收藏
页码：3335 / 3341
页数：7
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