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Publications
  • 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

More from the Authors

    • January 2021
    • Faculty Research

    Amazon Shopper Panel: Paying Customers for Their Data

    By: Eva Ascarza and Ayelet Israeli
    • 2020
    • Faculty Research

    Detecting Routines in Ride-sharing: Implications For Customer Management

    By: Ryan Dew, Eva Ascarza, Oded Netzer and Nachum Sicherman
    • December 2020
    • Faculty Research

    Additional Supplement to Artea Teaching Note

    By: Eva Ascarza and Ayelet Israeli
More from the Authors
  • Amazon Shopper Panel: Paying Customers for Their Data By: Eva Ascarza and Ayelet Israeli
  • Detecting Routines in Ride-sharing: Implications For Customer Management By: Ryan Dew, Eva Ascarza, Oded Netzer and Nachum Sicherman
  • Additional Supplement to Artea Teaching Note By: Eva Ascarza and Ayelet Israeli
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