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Paradigmatic approach to managing complexity in knowledge-driven marketing

Pearce, James 2005, Paradigmatic approach to managing complexity in knowledge-driven marketing, D.Technol. thesis, School of Engineering and Information Technology, Deakin University.

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Title Paradigmatic approach to managing complexity in knowledge-driven marketing
Author Pearce, James
Institution Deakin University
School School of Engineering and Information Technology
Faculty Faculty of Science and Technology
Degree name D.Technol.
Date submitted 2005
Keyword(s) Marketing - Management
Marketing - Decision making
Marketing - Planning
Summary This research develops a measure of Customer Lifetime Value, extending existing measures, that provides organisations having large customer databases the means to place a financial value on customers. Using this measure, new models are developed that provide a framework to use knowledge to drive marketing decisions.
Notes Degree conferred 2006.
Language eng
Description of original xvii, 342 p. ; 30 cm.
Dewey Decimal Classification 658.802
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30026983

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.