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Balancing Market Share Growth And Customer Profitability: Budget Allocation For Customer Acquisition And Retention

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  • Hsiu-Yuan Tsao
  • Lucy M. Matthews
  • Victoria L. Crittenden

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  • Hsiu-Yuan Tsao & Lucy M. Matthews & Victoria L. Crittenden, 2012. "Balancing Market Share Growth And Customer Profitability: Budget Allocation For Customer Acquisition And Retention," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(2).
    • Handle: RePEc:vul:omefvu:v:3:y:2012:i:2:id:134
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    6. Mccarthy, P.S. & Wright, G.P. & Kannan, P.K., 1990. "Estimating Brand Loyalty And Switching With An Application To The Automobile Market," Purdue University Economics Working Papers 977, Purdue University, Department of Economics.
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    9. H-Y Tsao & P-C Lin & L Pitt & C Campbell, 2009. "The impact of loyalty and promotion effects on retention rate," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(5), pages 646-651, May.
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    13. H-Y Tsao & L Pitt & C Campbell, 2010. "Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(10), pages 1523-1529, October.
    14. Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
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