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| Author: | Thomas, J.S. Reinartz, W. Kumar, V. |
| Title: | Getting the most out of all your customers |
| Journal: | Harvard Business Review
2004 : JUL/AUG, VOL. 82:7-8, p. 116-123 |
| Index terms: | Marketing Customers Profitability |
| Language: | eng |
| Abstract: | Stable, healthy growth is built on the profitability of customers, not on their raw numbers or their loyalty. New techniques allow companies to focus their marketing dollars precisely where the profits are. This article describes a tool called ARPRO (Allocating Resources for Profits). |
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