Marketing Models for the Customer-Centric Firm

Eva Ascarza (), Peter S. Fader () and Bruce G. S. Hardie ()
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Eva Ascarza: Columbia Business School
Peter S. Fader: University of Pennsylvania
Bruce G. S. Hardie: London Business School

Chapter Chapter 10 in Handbook of Marketing Decision Models, 2017, pp 297-329 from Springer

Abstract: Abstract A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisitionCustomer acquisition , customer retentionCustomer 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.

Date: 2017
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DOI: 10.1007/978-3-319-56941-3_10

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