
Budget allocation to grow market share and maximize customer equity: The effect of inertial segment size
Hsiu-Yuan Tsao,Colin Campbell,Junzhao Ma,Leyland PittVolume:
2
Langue:
english
Journal:
Journal of Marketing Analytics
DOI:
10.1057/jma.2014.16
Date:
December, 2014
Fichier:
PDF, 259 KB
english, 2014