search query: @author Blattberg, R. C. / total: 9
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| Author: | Blattberg, R. C. Deighton, J. |
| Title: | Manage marketing by the customer equity test |
| Journal: | Harvard Business Review
1996 : JUL-AUG, VOL. 74:4, p. 136-144 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, KUNDE, WERBUNG |
| Language: | eng |
| Abstract: | Increasingly, companies are less focused on selling products and more interested in keeping customers. Ideally, they want to attract and keep only high value customers. The authors provide a model to help managers find the optimal balance between spending on acquisition and spending on retention and thus grow their customer equity to its fullest potential. And because the balance is never static, they also offer a series of guidelines to help managers frame the issue. |
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