Software review: Optimising the allocation of cross-selling resource while managing the customer relationship

There has been significant interest expressed in the software review in Vol. 9, No. 2 of this journal on the use of optimisation techniques in marketing (Communication optimisation — The new mantra of database marketing. Fad or fact), so this paper explores further how optimisation could be used to support the allocation of cross-selling resource in an imaginary bank, Intel Financial Services Ltd. (IFS)