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Relationships in Marketing and Optimal Control

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Models and Methods in Economics and Management Science

Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 198))

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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.

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Author information

Authors and Affiliations

  1. Bar-Ilan University, Ramat Gan, Israel

    Gila E. Fruchter

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  1. Gila E. Fruchter
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Correspondence to Gila E. Fruchter .

Editor information

Editors and Affiliations

  1. ESSEC Business School, Cergy Pontoise, France

    Fouad El Ouardighi

  2. Department of Management, Bar-Ilan University, Ramat-Gan, Israel

    Konstantin Kogan

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Fruchter, G.E. (2014). Relationships in Marketing and Optimal Control. In: El Ouardighi, F., Kogan, K. (eds) Models and Methods in Economics and Management Science. International Series in Operations Research & Management Science, vol 198. Springer, Cham. https://doi.org/10.1007/978-3-319-00669-7_6

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