TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm to others. Use this tool to distinguish the two groups -- And raise the lifetime value of both.
| Year of publication: |
2007
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|---|---|
| Authors: | Kumar, V. ; Petersen, J.Andrew ; Leone, Robert P. |
| Published in: |
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - 2007, p. 139-154
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