How much should you invest in each customer relationship? A competitive strategic approach

Marketing Science

Volumn 28, Issue 3, 2009, Pages 555-565

  Musalem, Andrés ^a   Joshi, Yogesh V ^b  

^a DUKE UNIVERSITY   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

Author keywords

Competitive strategy; Customer acquisition; Customer development; Customer equity; Customer lifetime value; Customer relationship management; Customer retention; Game theory; Relationship marketing; Services marketing

Indexed keywords

EID: 67449152699     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0424     Document Type: Article

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