Marketing When Customer Equity Matters  

Oleh:

Hanssens, Dominique M. ; Thorpe, Daniel ; Finkbeiner, Carl

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 86 no. 5 (May 2008), page 117-123.
Topik: equity; marketing; customer equity; matters

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.36 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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If you're Marketer, some of your hardest decisions relate to the "marketing mix", or how you should allocate resources across all the possible ways of reaching and serving potential and existing customers. Should you spend more on new product marketing and less on brand building ? More on customer service improvements and less on sales promotion ? Or should all of the above be paired down to fund more interactive media investment ? Intuitively, you know that there's some optimal combination that would deliver the most impact.

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