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  • 2017
  • Chapter
  • Handbook of Marketing Decision Models

Marketing Models for the Customer-Centric Firm

By: Eva Ascarza, Peter S. Fader and Bruce G.S. Hardie
  • Format:Print
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Abstract

A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they remain a customer). In this chapter we review the key data-based tools and methods that have been developed by marketing scientists (and researchers and practitioners in related fields such as operations research, statistics, and computer science) to assist firms in their understanding and implementing these activities more effectively.

Keywords

Customer Value and Value Chain; Customer Focus and Relationships

Citation

Ascarza, Eva, Peter S. Fader, and Bruce G.S. Hardie. "Marketing Models for the Customer-Centric Firm." In Handbook of Marketing Decision Models. 2nd ed. Edited by Berend Wierenga and Ralf van der Lans, 297–330. International Series in Operations Research & Management Science. Springer, 2017.
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About The Author

Eva Ascarza

Marketing
→More Publications

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More from the Authors
  • Tabby: Winning Customers' Digital Wallets By: Eva Ascarza
  • Unintended Consequences of Algorithmic Personalization By: Ayelet Israeli and Eva Ascarza
  • Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
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