Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share-Reference-Cited by-同舟云学术

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Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share

Published:2010-10 Issue:10 Volume:61 Page:1523-1529
ISSN:0160-5682
Container-title:Journal of the Operational Research Society
language:en
Short-container-title:Journal of the Operational Research Society

Author:

Tsao H-Y¹,Pitt L²,Campbell C²

Affiliation:

1. Takming University of Science and Technology, Taipei Taiwan

2. Simon Fraser University Vancouver Canada

Publisher

Informa UK Limited

Subject

Marketing,Management Science and Operations Research,Strategy and Management,Management Information Systems

Link

http://link.springer.com/content/pdf/10.1057/jors.2009.117.pdf

Reference25 articles.

1. The relationship between the marketing mix and share of category requirements

2. Customer base analysis: partial defection of behaviourally loyal clients in a non-contractual FMCG retail setting

3. Understanding brand performance measures: using Dirichlet benchmarks

4. Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing

5. Market Share Response When Consumers Seek Variety

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4. Rewards-supply planning under option contracts in managing coalition loyalty programmes;International Journal of Production Research;2015-07-24

5. Planning the supply of rewards with cooperative promotion considerations in coalition loyalty programmes management;Journal of the Operational Research Society;2015-07

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