Manufacturers and retailers often acquire market information to help guide their marketing activities. Yet this strategy has yielded mixed results. In this paper, we examine how the outcome of acquiring information is affected by the strategic interaction between channel members. We obtain...

Customer equity (CE henceforth) is a powerful new paradigm to evaluate the firm's value and to optimally allocate marketing resources. This paper is focused on the relationship between customer acquisition and CE. The authors attempt to answer the following four questions: 1) how should customer...