Following the Blattberg and Deighton (BD) model, we incorporate market share growth to explore links between acquisition and retention.We then devise amethod for nonlinear programming using a spreadsheet to balance the objectives of market share growth in the short term and customer equity in the long term. The aim of this approach is to determine the optimal spending allocation for customer ac...

Decision makers thirst for answers to questions. As more data is gathered, more questions are posed: Which customers are most likely to respond positively to a marketing campaign, product price change or new product offering? How will the competition react? Which loan applicants are most likely or least likely to default? The ability to raise questions, even those that currently cannot be answe...

in this study, the impact of knowledge management components including knowledge acquisition, dissemination of information technology knowledge will be studied to identify and record the requirements in customer orientation. the role of organizational factors as well as customer orientation variables is analyzed as mediating moderating variables. the methodology of the research is practical by ...

Customer segmentation is a prerequisite to all three phases of customer relationship management which consists of customer acquisition, customer retention and customer development. Input variables which are used in clustering techniques determine which phase of customer relationship management it is dealing with. As a result this paper aims at a review on the input variables used in customer se...

hile customer acquisition is a constant priority for middle market commercial bankers, the quest has assumed high urgency in today’s volatile market. There is a heightened potential for client turnover as institutions work through capital difficulties and wrenching mergers. And the rising priorities of deposit growth and fee revenue generation have commercial bankers knocking on new doors for n...