Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability
學年 101
學期 2
出版（發表）日期 2013-03-01
作品名稱 Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability
作品名稱（其他語言）
著者 Tsao, Hsiu-Yuan
單位 淡江大學企業管理學系
出版者 Springer US
著錄名稱、卷期、頁數 Marketing Letters 24(1), pp.1-11
摘要 Following the Blattberg and Deighton (BD) model, we incorporate market share growth to explore links between acquisition and retention. We then devise a method for nonlinear programming using a spreadsheet to balance the objectives of market share growth in the short term and customer equity in the long term. The aim of this approach is to determine the optimal spending allocation for customer acquisition and retention and, by applying this allocation to the numerical example used in the original BD model, to balance these objectives. We demonstrate that the differential unit cost of marginal effects, ceiling rate, efficiency, and allocation of spending on acquisition and retention to achieve market share growth can maximize customer equity. We also develop a criterion to help firms decide where to place spending emphasis, that is, on retaining existing customers or on gaining new ones, while keeping the objectives of market share growth and customer equity firmly in mind.
關鍵字
語言 en_US
ISSN 1573-059X
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 是
國別 USA
公開徵稿
出版型式 電子檔
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