淡江大學機構典藏:Item 987654321/80180
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    题名: Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability
    作者: Tsao, Hsiu-Yuan
    贡献者: 淡江大學企業管理學系
    日期: 2013-03-01
    上传时间: 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
    显示于类别:[企業管理學系暨研究所] 期刊論文

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