THE CUSTOMER - Getting the Most out of All Your Customers - Loyal customers don't produce stable, healthy growth. Profitable ones do. A new analytical tool can tell you how many marketing dollars you really need to spend (and just what to spend them on) to find those customers -- All of them.
| Year of publication: |
2004
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|---|---|
| Authors: | Thomas, Jacquelyn S. ; Reinartz, Werner ; Kumar, V. |
| Published in: |
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - 2004, p. 116-123
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