Ghent University Academic Bibliography


Project: Joint optimisation of customer segmentation and marketing communications policy to maximize lang-term profitability

project duration
01-OCT-06 – 30-SEP-10
With this project we wish to investigate the customer segementation process in terms of loyalty. We would also like to study which efficient marketing communication actions needs to be performed towards these segments in order to maximize customer lifetime value. The novelty of this research project is that both aspects are integrated in one analysis by means of optimization techniques.