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Balancing Market Share Growth And Customer Profitability: Budget Allocation For Customer Acquisition And Retention

  • Hsiu-Yuan Tsao
  • Lucy M. Matthews
  • Victoria L. Crittenden
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    File URL: http://www.om.ef.vu.lt/cms/cache/RePEc_files/article_34.pdf
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    Article provided by Faculty of Economics, Vilnius University in its journal Organizations and Markets in Emerging Economies.

    Volume (Year): 3 (2012)
    Issue (Month): 2 ()
    Pages:

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    Handle: RePEc:vul:omefvu:v:3:y:2012:i:2:id:134
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    1. Lindenberg, Eric B & Ross, Stephen A, 1981. "Tobin's q Ratio and Industrial Organization," The Journal of Business, University of Chicago Press, vol. 54(1), pages 1-32, January.
    2. Mccarthy, P.S. & Wright, G.P. & Kannan, P.K., 1990. "Estimating Brand Loyalty And Switching With An Application To The Automobile Market," Purdue University Economics Working Papers 977, Purdue University, Department of Economics.
    3. Yim, Chi Kin & Kannan, P. K., 1999. "Consumer Behavioral Loyalty:: A Segmentation Model and Analysis," Journal of Business Research, Elsevier, vol. 44(2), pages 75-92, February.
    4. Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
    5. Pitt, Leyland F. & Ewing, Michael T. & Berthon, Pierre, 2000. "Turning competitive advantage into customer equity," Business Horizons, Elsevier, vol. 43(5), pages 11-18.
    6. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    7. Patrick S. McCarthy & P. K. Kannan & Radha Chandrasekharan & Gordon P. Wright, 1992. "Estimating Loyalty and Switching with an Application to the Automobile Market," Management Science, INFORMS, vol. 38(10), pages 1371-1393, October.
    8. Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
    9. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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