Marketing Models for the Customer-Centric Firm View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2017

AUTHORS

Eva Ascarza , Peter S. Fader , Bruce G. S. Hardie

ABSTRACT

A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they remain a customer). In this chapter we review the key data-based tools and methods that have been developed by marketing scientists (and researchers and practitioners in related fields such as operations research, statistics, and computer science) to assist firms in their understanding and implementing these activities more effectively. More... »

PAGES

297-329

References to SciGraph publications

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  • Book

    TITLE

    Handbook of Marketing Decision Models

    ISBN

    978-3-319-56939-0
    978-3-319-56941-3

    Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/978-3-319-56941-3_10

    DOI

    http://dx.doi.org/10.1007/978-3-319-56941-3_10

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1090660851


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