Title : ( A Robust Optimization Approach to Customer Equity Management )
Authors: Hamidreza Koosha , A. Albadvi ,
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Abstract
Researchers aim to identify an approach to maximize customer equity by optimal allocation of marketing budgets in an uncertain environment. This research adopts robust optimization to cope with the uncertainty inherent in uncertain market environments. The numerical results show that robust solutions are feasible and satisfactory in all uncertain situations.
Keywords
, customer equity, robust optimization, budget allocation
@inproceedings{paperid:1031799,
author = {Koosha, Hamidreza and A. Albadvi},
title = {A Robust Optimization Approach to Customer Equity Management},
booktitle = {Global Marketing Conference},
year = {2010},
location = {Tokyo},
keywords = {customer equity; robust optimization; budget allocation},
}
%0 Conference Proceedings
%T A Robust Optimization Approach to Customer Equity Management
%A Koosha, Hamidreza
%A A. Albadvi
%J Global Marketing Conference
%D 2010
