Should you punish or reward current customers? /

Is it better to reward existing customers for loyalty - or spend your marketing dollars on attracting new ones? Many companies face that management dilemma, and expert opinions on the subject conflict. The authors argue that the answer to that question depends on how fluid customer preferences are i...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Shin, Jiwoong (Autor), Sudhir, K. (Autor)
Autor Corporativo: Massachusetts Institute of Technology
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cambridge, MA : MIT, 2013.
Temas:
Consumer behavior.
Customer loyalty programs.
Customer relations > Management.
Marketing.
Consommateurs > Comportement.
Fidélisation.
marketing.
Consumer behavior
Customer loyalty programs
Customer relations > Management
Marketing
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

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