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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Publié dans:	Organizations and Markets in Emerging Economies
Auteurs principaux:	Hsiu-Yuan Tsao, Lucy M. Ma!hews, Victoria L. Crittenden, DBA
Format:	Artigo
Langue:	Inglês
Publié:	Vilniaus Universitetas 2012
Sujets:	Economía y Finanzas
Accès en ligne:	https://www.redalyc.org/articulo.oa?id=692375803004
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