Balancing Market Share Growth And Customer Profitability: Budget Allocation For Customer Acquisition And Retention
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Volume (Year): 3 (2012)
Issue (Month): 2 ()
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- Leeflang, P.S.H. & Wittink, Dick R., 2000. "Building models for marketing decisions: past, present and future," Research Report 00F20, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
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- Pitt, Leyland F. & Ewing, Michael T. & Berthon, Pierre, 2000. "Turning competitive advantage into customer equity," Business Horizons, Elsevier, vol. 43(5), pages 11-18.
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