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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Détails bibliographiques
Cote:Libro Electrónico
Auteurs principaux: Shin, Jiwoong (Auteur), Sudhir, K. (Auteur)
Collectivité auteur: Massachusetts Institute of Technology
Format: Électronique eBook
Langue:Inglés
Publié: Cambridge, MA : MIT, 2013.
Sujets:
Consumer behavior.
Customer loyalty programs.
Customer relations > Management.
Marketing.
Consommateurs > Comportement.
Fidélisation.
marketing.
Consumer behavior
Customer loyalty programs
Customer relations > Management
Marketing
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