Target the ego or target the group : evidence from a randomized experiment in proactive churn management
Miguel Godinho de Matos, Pedro Ferreira, Rodrigo Belo
| Year of publication: |
September-October 2018
|
|---|---|
| Authors: | Matos, Miguel Godinho de ; Ferreira, Pedro ; Belo, Rodrigo |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 37.2018, 5, p. 793-811
|
| Subject: | churn management | client lifetime value | social networks | randomized experiment | Soziales Netzwerk | Social network | Experiment | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2018.1099 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011951293