English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 63183/95881 (66%)
造訪人次 : 4375202      線上人數 : 159
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/80180

    題名: Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability
    作者: Tsao, Hsiu-Yuan
    貢獻者: 淡江大學企業管理學系
    日期: 2013-03-01
    上傳時間: 2013-01-19 09:03:03 (UTC+8)
    出版者: Springer US
    摘要: Following the Blattberg and Deighton (BD) model, we incorporate market share growth to explore links between acquisition and retention. We then devise a method for nonlinear programming using a spreadsheet to balance the objectives of market share growth in the short term and customer equity in the long term. The aim of this approach is to determine the optimal spending allocation for customer acquisition and retention and, by applying this allocation to the numerical example used in the original BD model, to balance these objectives. We demonstrate that the differential unit cost of marginal effects, ceiling rate, efficiency, and allocation of spending on acquisition and retention to achieve market share growth can maximize customer equity. We also develop a criterion to help firms decide where to place spending emphasis, that is, on retaining existing customers or on gaining new ones, while keeping the objectives of market share growth and customer equity firmly in mind.
    關聯: Marketing Letters 24(1), pp.1-11
    DOI: 10.1007/s11002-012-9217-y
    顯示於類別:[企業管理學系暨研究所] 期刊論文


    檔案 描述 大小格式瀏覽次數
    10.1007_s11002-012-9217-y.pdf345KbAdobe PDF1074檢視/開啟



    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋