An optimal budget allocation decision support system for balancing short-term market share and long-term customer equity

碩士 === 國立中興大學 === 行銷學系所 === 104 === Based on the Tsao model, this study explores optimal budget allocation aimed at balancing short-term market share and long-term customer equity. A budget allocation decision support system is developed to provide managers the requisite tools to perform optimal bud...

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Bibliographic Details
Main Authors: Kuan-Chen Chang, 張官臻
Other Authors: 曹修源
Format: Others
Language:zh-TW
Published: 2016
Online Access:http://ndltd.ncl.edu.tw/handle/10036500888476439378