The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

Journal of Interactive Marketing

Volumn 25, Issue 4, 2011, Pages 201-214

  Polo, Yolanda ^a   Sese, F Javier ^a   Verhoef, Peter C ^b  

^a UNIVERSITY OF ZARAGOZA   (Spain)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

Customer retention; Liberalizing market; Mass advertising; Pricing; Split population hazard model

Indexed keywords

EID: 80052261025     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2011.02.002     Document Type: Article

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