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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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Shin, Jiwoong (Author), Sudhir, K. (Author)
Corporate Author: Massachusetts Institute of Technology
Format: Electronic eBook
Language:Inglés
Published: Cambridge, MA : MIT, 2013.
Subjects:
Consumer behavior.
Customer loyalty programs.
Customer relations > Management.
Marketing.
Consommateurs > Comportement.
Fidélisation.
marketing.
Consumer behavior
Customer loyalty programs
Customer relations > Management
Marketing
Online Access:Texto completo (Requiere registro previo con correo institucional)

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