Metadaten







Promotionsordnung


PromO94

Kumulative Dissertation



Titel


Allocation of Marketing Resources to Optimize Customer Equity

Titel (englisch)



Autor/Autorin


Tirenni, Giuliano Rocco

2. Autor/Autorin



Geburtsdatum


02.11.1976

Geburtsort


Marburg, Deutschland

Matrikelnummer



Schlagwörter (GND)


Marketing: Budgetierung; Kundenwert; Zielgruppe: Marketing; Luftverkehrsgesellschaft; Geschichte 2002-2003

DDC (Dewey Decimal Classification)


Wirtschaft - 330

Freie Stichwörter (deutsch)


Ressourcenallokation; Kapitalanlage; Kunde; Kundenmanagement

Freie Stichwörter (englisch)


Customer Equity; Allocation of Marketing Resources, Return on Marketing Investments, Customer Portfolios, Customer Relationship Management, Customers’ Financial Profiles, Customer Intelligence and Analytics

Kurzfassung



Kurzfassung (englisch)


To stay competitive, companies spend billions of dollars each year on building long-term relationships with their customers. Marketing managers are therefore constantly challenged with the problem of how to allocate a limited marketing budget across customers and competing marketing initiatives. This thesis addresses the problem of how to efficiently allocate marketing resources to maximize the financial value generated by marketing investments. Advanced stochastic models addressing the following three issues are proposed: a) maximization of customer lifetime value by linking marketing actions to the financial value generated during the relationship with the company, b) estimation of the financial profile of customers and, c) use of risk management techniques to select the optimal customer portfolio.

Universität


Universität St.Gallen

Referent/Referentin


Herrmann, Andreas (Prof. Dr.)

Korreferent/Korreferentin


Bayon, Thomas (Prof. Dr.)

Erweitertes Diss. Komitee



Fachgebiet


Wirtschaftswissenschaften

Sprache


ENG

Promotionstermin (dd.mm.yyyy)


04.04.2005

Erstellungsjahr (yyyy)


2005

Dokumentart


Dissertation

Format


PDF

Dissertationsnummer


3038

Quelle



PDF-File


dis3038.pdf

Dokumentverknüpfung


Link zu diesem Dokument







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