J4 ›› 2012, Vol. 47 ›› Issue (3): 98-102.

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Marketing expenditure decision under Bayesian analysis

YE Jian-hua, MA Ming*, LIU Hua   

  1. School of Mathematics and Computer Science, Northwest University for Nationalities, Lanzhou 730030, Gansu, China
  • Received:2011-03-18 Online:2012-03-20 Published:2012-04-01

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

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