Relationships in marketing and optimal control

Gila E. Fruchter

doi:10.1007/978-3-319-00669-7_6

Relationships in marketing and optimal control

Gila E. Fruchter

School of Business Administration

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Scopus citations

Abstract

Relationship marketing (RM) has been a topic of serious discussions among academics and marketing practitioners for the best part of 20 years. In the 1990s it became the leading topic of discussion at academic conferences in Europe, North America, Australia and elsewhere around the globe. In this chapter we show how one can treat several problems in relationship marketing by transforming them into an optimal control problem.

Original language	English
Title of host publication	International Series in Operations Research and Management Science
Publisher	Springer New York LLC
Pages	95-106
Number of pages	12
DOIs	https://doi.org/10.1007/978-3-319-00669-7_6
State	Published - 2014

Publication series

Name	International Series in Operations Research and Management Science
Volume	198
ISSN (Print)	0884-8289

Bibliographical note

Publisher Copyright:
© Springer International Publishing Switzerland 2014.

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10.1007/978-3-319-00669-7_6

Cite this

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Relationships in marketing and optimal control

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