Balancing acquisition and retention resources to maximize customer profitability

被引：360
|
作者：
Reinartz, W
Thomas, JS
Kumar, V
机构：
[1] Northwestern Univ, Evanston, IL 60208 USA
[2] Univ Connecticut, Sch Business, ING Ctr Financial Serv, Storrs, CT 06269 USA
来源：
JOURNAL OF MARKETING | 2005年 / 69卷 / 01期
关键词：
D O I：
10.1509/jmkg.69.1.63.55511
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In this research, the authors present a modeling framework for balancing resources between customer acquisition efforts and customer retention efforts. The key question that the framework addresses is, "What is the customer profitability maximizing balance?" In addition, they answer questions about how much marketing spending to allocate to customer acquisition and retention and how to distribute those allocations across communication channels.
引用
收藏
页码：63 / 79
页数：17
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