haku: @author Ang, L. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Ang, L. Buttle, F. |
| Otsikko: | Managing for successful customer acquisition: an exploration |
| Lehti: | Journal of Marketing Management
2006 : APR, VOL. 22:3 - 4, p. 295 317 |
| Asiasana: | customers budget |
| Vapaa asiasana: | acquisition customer relationship management life cycle |
| Kieli: | eng |
| Tiivistelmä: | Customer acquisition (CA) has recently been merely a secondary interest as most academics, consultants and practitioners have been concentrating on customer retention. However, CA is extremely important and it should be regarded as the significant first phase of the customer life-cycle. The article describes how firms are not very good at managing the process of CA; for example less than 50 per cent of firms have a plan dedicated to CA. The research indicates that there is only one factor that clearly distinguishes the experts of CA from other firms, namely the distinct budget for CA activities. Other investigated factors were the presence of CA responsible executive, the understanding of CA economics and the implementation of CRM technologies to support CA, but these issues were not found to be related to excellence in CA. |
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