Given the growth of the service sector, and advances in information technology and
communications that facilitate the management of relationships with customers, models of …

Retailers confront a seemingly impossible dual competitive challenge: grow the top line
while also preserving their bottom line. Innovations in pricing and promotion provide …

A basic yet crucial question is: why should the firm engage in database marketing? We
discuss three fundamental motivations: enhancing marketing productivity, creating and …

Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids
The authors use simple English and short sentences to help students grasp concepts more …

Purpose This article aims to systematically review the fragmented but increasingly relevant
research field of customer retention management in subscription scenarios, proposing the …

The dynamic customer segmentation (DCS) is a useful tool for managers in implementing
marketing strategies by observing dynamic changes that are happening in the customer …

For decades, customer loyalty programs have been a distinct avenue to enhance long-term
customer relationships. Their efficacy and viability have been widely discussed in the …

We analyze firms' decisions to invest in customer relationship management (CRM) initiatives
such as acquisition and retention in a competitive context, a topic largely ignored in past …

Customer retention has become a focal priority. However, the process of implementing an
effective retention campaign is complex and dependent on firms' ability to accurately identify …

Customer retention is essential for firms in the service sector and will subsequently receive a
great deal of attention in the coming years. A large majority of firms are losing their current …