Academic Papers about Marketing Optimization (Prescriptive Analytics)
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DE BEULE M., VAN DEN POEL D. & VAN DE WEGHE N. (2014), An extended Huff-model for robustly benchmarking and predicting retail network performance, Forthcoming in Applied Geography.
JONKER J.J., PIERSMA N. & VAN DEN POEL D. (2004), Joint Optimization of Customer Segmentation and Marketing Policy to Maximize Long-Term Profitability, Expert Systems with Applications, 27 (2), 159-168.