The allocation of promotion budget to maximize customer equity
By P. Berger, Nada Nasr Bechwati. 2001
169 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/159e8833afc1b7798275c3e1230c011f6cc4637c
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Vinay Kumar
- V. Kumar
- J. Petersen
- Vikas Kumar
- R. Venkatesan
- Hock Hai Teo
- V. Sambamurthy
- Jacquelyn S. Thomas
In Organizational Behavior and Human Resource Management
- Vinay Kumar
- V. Kumar
- J. Petersen
- Vikas Kumar
- R. Venkatesan
- Hock Hai Teo
- Lih-Bin Oh
- Jacquelyn S. Thomas
Citations in the corpus
- Balancing Acquisition and Retention Resources to Maximize Customer Profitability (2005, methodology): “In contrast, in this research, we propose an integrated approach that sheds statistical insight on this issue and thus goes beyond the deterministic approach that Berger and Nasr-Bechwati provide.”
- Are Product Returns a Necessary Evil? Antecedents and Consequences (2009, background): “…1996; Blattberg, Getz, and Thomas 2001; Venkatesan and Kumar 2004), whether it is a decision pertaining to advertising and promotion expenditures (Berger and Nasr 1998; Berger and Nasr-Bechwati 2001), or when the firm is analyzing customer brand-switching behavior (Rust, Lemon, and Zeithaml…”
- A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy (2004, background): “…resource allocation in acquisition and retention decisions (Blattberg and Deighton 1996; Blattberg, Getz, and Thomas 2001), promotion expenditures (Berger and Bechwati 2001; Berger and Nasr 1998), and marketing actions when future brand switching 120 / Journal of Marketing, October 2004 6In…”
- Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (2015, background): “…approach (Libai, Narayandas, and Humby 2002), acquisition and retention decisions (Blattberg and Deighton 1996; Blattberg, Getz, and Thomas 2001; Bolton, Lemon, and Verhoef 2004; Thomas, Reinartz, and Kumar 2004), and promotion expenditures (Berger and Bechwati 2001; Berger and Nasr 1998).”
- The effects of retail channel integration through the use of information technologies on firm performance (2012, background): “Hence, it is important to be able to meet current customer requirements and new customer demands (Berger and Bechwati, 2001; Blattberg and Deighton, 1996).”