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

• Main Authors: Dreze, Xavier, Bonfrer, Andre
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2003
• 主題: Marketing
• 在線閱讀: 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...