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Marketing - Customer Lifetime Value


The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth Customers are valuable assets for the firm, but they can be costly to acquire and retain. Customers’ differences in the course of their relationship with the firm are reflected in their contributions to the firm value throughout their tenure. To the extent that different acquisition strategies bring different “qualities” of customers, the acquisition effort has an important influence on the long-term profitability of the firm. Therefore, the customer acquisition process plays an important role in the newly emerging paradigm of customer equity. pdf






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Status: 05. Januar 2010