TITLE

USING THE RFM MODEL TO RANK DOCTORAL MARKETING PROGRAMS

AUTHOR(S)
Elbeck, Matt; Vander Schee, Brian A.
PUB. DATE
January 2012
SOURCE
AMA Summer Educators' Conference Proceedings;2012, Vol. 23, p430
SOURCE TYPE
Conference Paper
DOC. TYPE
Article
ABSTRACT
Students balance perception with scholarly fact to identify the 'best' marketing doctoral program. We rank doctoral marketing programs using scholarly productivity. The Recency-Frequency-Money (RFM) segmentation model is applied to offer a contemporary measure of scholarly excellence based on top tier marketing journal 90th percentile citation counts from 2006 to 2010.
ACCESSION #
87025103

 

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