References

• 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy2,149 cited
• 2004Balancing Acquisition and Retention Resources to Maximize Customer Profitability751 cited
• 2005Optimizing the Marketing Interventions Mix in Intermediate-Term CRM191 cited
• 1989Management and Cost Accounting162 cited
• 2009Dynamic Customer Management and the Value of One-to-One Marketing114 cited
• 2011Practice Prize Winner —Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities111 cited
• 2011Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs52 cited
• 2010On the product line selection problem under attraction choice models of consumer behavior50 cited
• 2013QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING ACTIVITIES45 cited
• 2011The Effect of Marketing Communications on the Sales Performance of Ghana Telecom (Vodafone, Ghana)42 cited
• 2007Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio37 cited
• 2012Identifying valuable customers on social networking sites for profit maximization35 cited
• 2009The effect of marketing strategy and marketing capability on business performance. Case study: Iran's medical equipment sector34 cited
• 2011A Dictionary of Marketing34 cited