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Languages of publication
Abstracts
Every business is related first with customer acquisition and next with customer retention. This paper examines relationships between costs and effects in these processes. During customer acquisition firms try to increase the willingness to buy and the ability to buy. Retention is connected with activities focused on increasing customer loyalty or inertia. Acquisition and retention requires using marketing instruments at different costs and effects. In analysing above problems a category of customer value was mentioned and final model of relationships proposed.
Keywords
Year
Volume
Physical description
Dates
published
2004
Contributors
References
Document Type
Publication order reference
Identifiers
URI
http://hdl.handle.net/11089/7262
YADDA identifier
bwmeta1.element.hdl_11089_7262
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