Using Customer Relationship Trajectories to Segment Customers and Predict Profitability

Research, Preprint OPEN
Mark, T.; Niraj, R.; Dawar, N.;
  • Publisher: METEOR, Maastricht University School of Business and Economics
  • Subject: marketing ;

A central premise of relationship marketing theory is that economic benefits flow fromretaining customers. However, the early research focus on the duration of the relationship may obscure other important aspects of the interactions with the customer that drive profitab... View more
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