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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
Main Authors: Shin, Jiwoong, Sudhir, K. (Author)
Format: eBook
Language:English
Published: Cambridge, MA MIT 2013
Subjects:
Consommateurs / Comportement
Marketing
Marketing / Fast
Customer Relations / Management / Http://id.loc.gov/authorities/subjects/sh2007005453
Customer Relations / Management / Fast
Customer Loyalty Programs / Http://id.loc.gov/authorities/subjects/sh97009093
Fidélisation
Consumer Behavior / Fast
Marketing / Aat
Marketing / Http://id.loc.gov/authorities/subjects/sh85081333
Consumer Behavior / Http://id.loc.gov/authorities/subjects/sh87006429
Customer Loyalty Programs / Fast
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
Table of Contents:
  • Includes bibliographical references

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