Abstract:
The basic
notion of relationship marketing entails that firms should strive for mutually
beneficial customer relationships. By combining relationship marketing theory
and operations research methods, this paper aims to develop and demonstrate a
managerial decision-making model that business market managers can use to optimize
and evaluate marketing investments in both a customer-oriented and economically
feasible manner.
The intended
contributions of our work are as follows. First, we add to the return on
marketing literature by providing a first decision-making approach that
explicitly assesses the optimization of marketing investments in terms of profitability,
effort, and resource allocation. Second,we showhowthe risk ofmarketing
investments can be assessed using sensitivity analysis. By means of an
empirical study the versatility of our decision-making approach is demonstrated
by assessing various critical decision making issues for business marketing
managers in detail.
Keywords: Return
on marketing, Relationship marketing, Optimization, Marketing decision making
Author(s): Sandra Streukens , Stan van Hoesel , Ko de Ruyter
Source: Industrial Marketing Management 40 (2011) 149–161
Subject مدیریت بازاریابی :
Category مقاله مجله :
Release Date: 2011
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