期刊
JOURNAL OF MARKETING
卷 69, 期 1, 页码 63-79出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkg.69.1.63.55511
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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.
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