Commentaries and Reply on “Predicting Customer Value Using Clumpiness: From RFM to RFMC” by Yao Zhang, Eric T. Bradlow, and Dylan S. Small
Marketing Science · 2015 · Volume 34 · Issue 2
Abstract
This series of discussions presents commentaries and a reply on Zhang et al. [Zhang Y, Bradlow ET, Small DS (2015) Predicting customer value using clumpiness: From RFM to RFMC. Marketing Sci . 34(2):195–208].
Keywords
customer lifetime value, RFM, clumpiness
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