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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

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

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

The role of marketer-generated content in customer engagement marketing

Meire, Matthijs; Hewett, Kelly; Ballings, Michel; Kumar, V. - In: Journal of marketing 83 (2019) 6, pp. 21-42

Persistent link: https://www.econbiz.de/10012176245

Predicting customer lifetime value for hypermarket private label products

Lin, Hsin-Hui; Li, Hsien-Ta; Wang, Yi-Shun; Tseng, Timmy H. - In: Journal of business economics and management 18 (2017) 4, pp. 619-635

Persistent link: https://www.econbiz.de/10011780748

A theory of customer valuation : concepts, metrics, strategy, and implementation

Kumar, V. - In: Journal of marketing 82 (2018) 1, pp. 1-19

Persistent link: https://www.econbiz.de/10011804063

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

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

The impact of brand equity on customer acquisition, retention, and profit margin

Stahl, Florian; Heitmann, Mark; Lehmann, Donald R.; … - In: Journal of marketing 76 (2012) 4, pp. 44-63

Persistent link: https://www.econbiz.de/10009782957

A new application of RFM clustering for guild segmentation to mine the pattern of using banks' e-payment services

Khobzi, Hamid; Akhondzadeh-Noughabi, Elham; … - In: Journal of global marketing 27 (2014) 3, pp. 178-190

Persistent link: https://www.econbiz.de/10010404375