Publications
Publications
- 2017
- Handbook of Marketing Decision Models
Marketing Models for the Customer-Centric Firm
By: Eva Ascarza, Peter S. Fader and Bruce G.S. Hardie
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
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.