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...
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| 發表在: | Organizations and Markets in Emerging Economies |
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| Principais autores: | , , |
| 格式: | Artigo |
| 語言: | Inglês |
| 出版: |
Vilniaus Universitetas
2012
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| 主題: | |
| 在線閱讀: | https://www.redalyc.org/articulo.oa?id=692375803004 |
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