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

• المؤلفون الرئيسيون: Dreze, Xavier, Bonfrer, Andre
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2003
• الموضوعات: Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1915; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2914/viewcontent/2203paper.pdf

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...