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Measurement Management and Research Opportunities
A Typology of Customer Equity Models Based on the Data Source
A LongRun View
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acquired customer acquisition response function acquisition spending add-on selling advertising allocation assume Blattberg and Deighton capture CLV maximization strategy competition consumer segment consumer welfare contribution costs of switching current customers customer acquisition customer equity customer lifetime value customer retention customers acquired databases Deterministic different acquisition channels direct marketing discrimination model equation equilibrium discounts equilibrium profits estimate example firm's performance first-period discounts first-time customers function of first-period future Gupta Hanssens heterogeneity higher prices impact multipliers impulse response increase Internet login activity long-life customers long-term loyal customers loyalty LVLV LVST managers maximizing CLV measure metric myopic Nash Equilibrium number of customers offer Pareto optimum period predict previous models price discrimination Proposition Reichheld relationship retained customers revenue model second-period discounts Shaffer and Zhang STLV STST sumer switchers switching behavior switching costs targeted pricing tion tomer unit root up-selling variables Villas-Boas volume model word-of-mouth