Balancing Acquisition and Retention Resources to Maximize Customer Profitability
|Year of publication:||
|Authors:||Reinartz, Werner ; Thomas, Jacquelyn S. ; Kumar, V.|
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 69.2005, 1, p. 63-79
THE CUSTOMER - Getting the Most out of All Your Customers - Loyal customers don't produce stable, healthy growth. Profitable ones do. A new analytical tool can tell you how many marketing dollars you really need to spend (and just what to spend them on) to find those customers -- All of them.
Thomas, Jacquelyn S., (2004)
Thomas, Jacquelyn S., (2007)
Reinartz, Werner J., (2004)
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