BALANCING MARKET SHARE GROWTH AND CUSTOMER PROFITABILITY: BUDGET ALLOCATION FOR CUSTOMER ACQUISITION AND RETENTION
This study adds to the knowledge of budget allocation for customer acquisition and retention spending in an inertia segment. The results indicate that when retention spending surpassed the optimal budget allocation, increased spending did not grow the expected value of customer equity. Since the ine...
保存先:
| 出版年: | Organizations and Markets in Emerging Economies |
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| 主要な著者: | , , |
| フォーマット: | Artigo |
| 言語: | Inglês |
| 出版事項: |
Vilniaus Universitetas
2012
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| 主題: | |
| オンライン･アクセス: | https://www.redalyc.org/articulo.oa?id=692375803004 |
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