Customer poaching and advertising

Research, Preprint English OPEN
Rosa Branca Esteves;
(2007)
  • Publisher: Universidade do Minho. Núcleo de Investigação em Políticas Económicas (NIPE)

This article is a first look at the dynamic effects of customer poaching in homogeneous product markets, where firms need to invest in advertising to generate awareness. When a firm can recognize customers with different past purchasing histories, it may send them targe... View more
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