What Is the True Value of a Lost Customer?
Abstract
Customer profitability models have evolved into an important strategic tool for marketers in recent years. Traditional customer profitability models implicitly assume that customers can be valued in isolation from one another and that social interactions can be ignored. The authors show that these conventional models may be inappropriate for markets involving new products or services because they fail to account for the social effects (e.g.,...
Paper Details
Title
What Is the True Value of a Lost Customer?
Published Date
Feb 1, 2003
Journal
Volume
5
Issue
3
Pages
196 - 208
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Notes
History