haku: @author Wang, P. / yhteensä: 18
viite: 14 / 18
| Tekijä: | Hansotia, B. Wang, P. |
| Otsikko: | Analytical challenges in customer acquisition |
| Lehti: | Journal of Direct Marketing
1997 : SPRING, VOL. 11:2, p. 7-19 |
| Asiasana: | DIRECT SELLING CUSTOMERS MERGERS |
| Kieli: | eng |
| Tiivistelmä: | The customer acquisition scenarios are discussed: first, where prospects' response behaviour varies over their profiles but the offer/creative and customers' lifetime values (LTV) are assumed fixed and known; second, where the response behaviour depends on both profile and creative/ offer characteristics with the customers' LTV still assumed to be fixed; and third, where both response and customer LTV are allowed to vary. Using well-known breakeven analysis principles, the paper presents a simple relationships to determine which prospects should be contacted. |
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