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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/10636

Title: Return on marketing investments in B2B customer relationships: A decision-making and optimization approach
Authors: Streukens, Sandra
van Hoesel, Stan
de Ruyter, Ko
Issue Date: 2011
Citation: Industrial Marketing Management, 40 (1), p. 149-161
Abstract: The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner. The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second, we show how the risk of marketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.
Notes: Reprint Address: Streukens, S (reprint author), Hasselt Univ, Dept Mkt & Strategy, Agoralaan Bldg D, BE-3590 Diepenbeek, Belgium. Addresses: 1. Hasselt Univ, Dept Mkt & Strategy, BE-3590 Diepenbeek, Belgium 2. Maastricht Univ, Dept Quantitat Econ, NL-6200 MD Maastricht, Netherlands 3. Maastricht Univ, Dept Mkt & Supply Chain Management, NL-6200 MD Maastricht, Netherlands E-mail Address: sandra.streukens@uhasselt.be, s.vanhoesel@maastrichtuniversity.nl, k.deruyter@maastrichtuniversity.nl
URI: http://hdl.handle.net/1942/10636
DOI: 10.1016/j.indmarman.2010.06.002
ISI #: 000287789000017
ISSN: 0019-8501
Category: A1
Type: Journal Contribution
Validation: ecoom, 2012
Appears in Collections: Research publications

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