Original paper
How to grow a brand: Retain or acquire customers?
Abstract
While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection management for maintenance and growth. Yet the theory to support this approach has been subject to very little empirical investigation. How do brands actually increase the size of their customer base? Through superior acquisition or by reducing customer defection? Or some mixture of both? Conversely, do brands decline through...
Paper Details
Title
How to grow a brand: Retain or acquire customers?
Published Date
May 1, 2014
Journal
Volume
67
Issue
5
Pages
990 - 997
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Notes
History