Simon Sigue

Athabasca University - School of Business

11207 - 70 Avenue

Edmonton, Alberta T6H 2H2

Canada

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Scholarly Papers (1)

1.

Offensive versus Defensive Marketing: What is the Optimal Spending Allocation?

International Journal of Research in Marketing, Forthcoming
Number of pages: 41 Posted: 20 Oct 2011
University of Valladolid - Faculty of Economic Science and Business Studies, Athabasca University - School of Business and Athabasca University - School of Business
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Abstract:

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Customer Acquisition, Customer Retention, Defensive Marketing, Offensive Marketing, Lanchester Model