Customer acquisition and retention spending: An analytical model and empirical investigation in wireless telecommunications markets

• Main Authors: MIN, Sungwook, ZHANG, Xubing, KIM, Namwoon, SRIVASTAVA, Rajendra K.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2016
• 主題: Acquisition cost; Customer relationship management; Market dynamics; Retention cost; Wireless communications industry; Marketing; Strategic Management Policy
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/5136; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6135/viewcontent/Min2015JMR_pp.pdf

Strategic resource allocation in growth markets is always a challenging task. This is especially true when it comes to determining the level of investments and expenditures for customer acquisition and retention in competitive and dynamic market environments. This study develops an analytical model...