Balancing acquisition and retention resources to maximize customer profitability

Authors :: Reinartz, Werner
Thomas, Jacquelyn S.
Kumar, V
Source :: Journal of Marketing. Jan, 2005, Vol. 69 Issue 1, p63, 17 p.
Publication Year :: 2005
Abstract: A resource allocation model that addresses the issue of balancing the resource allocated between customer acquisition and customer retention efforts is presented.

Subjects :: Resource allocation -- Analysis
Consumer confidence -- Surveys
Advertising, marketing and public relations
Business

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