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...
I tiakina i:
| I whakaputaina i: | Organizations and Markets in Emerging Economies |
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| Ngā kaituhi matua: | , , |
| Hōputu: | Artigo |
| Reo: | Inglês |
| I whakaputaina: |
Vilniaus Universitetas
2012
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| Ngā marau: | |
| Urunga tuihono: | https://www.redalyc.org/articulo.oa?id=692375803004 |
| Ngā Tūtohu: |
Kāore He Tūtohu, Me noho koe te mea tuatahi ki te tūtohu i tēnei pūkete!
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