To Pester or Leave Alone: Lifetime Value Maximization through Optimal Communication Timing

The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we are int...

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Bibliographic Details
Main Authors: Dreze, Xavier, Bonfrer, Andre
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2003
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1915
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2914/viewcontent/2203paper.pdf
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Institution: Singapore Management University
Language: English