J4 ›› 2012, Vol. 47 ›› Issue (3): 98-102.
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YE Jian-hua, MA Ming*， LIU Hua
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Abstract:
Customer lifetime value (CLV) play an important role in customer relationship management (CRM). By using the Bayes method, a decision-model is proposed to maximize the rest of the CLV, and the optimal remarketing expenditure for each period is obtained.
Key words: customer lifetime value (CLV); Bayes decision; customer relationship management (CRM); mathematical marketing; marketing expenditure
YE Jian-hua, MA Ming*， LIU Hua. Marketing expenditure decision under Bayesian analysis[J].J4, 2012, 47(3): 98-102.
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