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Using CLV concept for marketing budgets allocation
Oyner, Olga К.; Sukhorukove, Olga - In: Journal of business market management : JBM 6 (2013) 2, pp. 91-106
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is...
Persistent link: https://www.econbiz.de/10009761758
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Does customer analysis affect firm performance? : quantitative evidence from the Polish insurance market
Tomczyk, Przemysłam; Doligalski, Tymoteusz; Zaborek, Piotr - In: Journal of business research : JBR 69 (2016) 9, pp. 3652-3658
Persistent link: https://www.econbiz.de/10011515214
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A study on product innovation portfolio and customer value creation : bridging entrepreneurial risk-taking orientation and marketing performance
Killa, Maklon Felipus - In: ASEAN marketing journal : Association of Southeast … 9 (2017) 2, pp. 80-89
Persistent link: https://www.econbiz.de/10011916607
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Empirically testable sources and implications of clumpiness
Zhang, Yao; Bradlow, Eric T.; Small, Dylan S. - In: Marketing science : the marketing journal of the … 34 (2015) 2, pp. 215-217
Persistent link: https://www.econbiz.de/10010515905
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Commentary on "Predicting customer value using clumpiness from RFM to RFMC"
Rao, Vithala R. - In: Marketing science : the marketing journal of the … 34 (2015) 2, pp. 213-215
Persistent link: https://www.econbiz.de/10010515910
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Commentary on "Predicting customer value using clumpiness"
Kumar, Vineet; Srinivasan, Kannan - In: Marketing science : the marketing journal of the … 34 (2015) 2, pp. 209-213
Persistent link: https://www.econbiz.de/10010515915
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Predicting customer value using clumpiness : from RFM to RFMC
Zhang, Yao; Bradlow, Eric T.; Small, Dylan S. - In: Marketing science : the marketing journal of the … 34 (2015) 2, pp. 195-208
Persistent link: https://www.econbiz.de/10010515923
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Perceived risk, product returns, and optimal resource allocation : evidence from a field experiment
Petersen, J. Andrew; Kumar, V. - In: Journal of marketing research : JMR 52 (2015) 2, pp. 268-285
Persistent link: https://www.econbiz.de/10010526553
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The challenge of retaining customers acquired with free trials
Datta, Hannes; Foubert, Bram; Heerde, Harald J. van - In: Journal of marketing research : JMR 52 (2015) 2, pp. 217-234
Persistent link: https://www.econbiz.de/10010526560
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Relationship characteristics and cash flow variability : implications for satisfaction, loyalty, and customer portfolio management
Tarasi, Crina O.; Bolton, Ruth N.; Gustafsson, Anders; … - In: Journal of service research : JSR 16 (2013) 2, pp. 121-137
Persistent link: https://www.econbiz.de/10009774895