Balancing Acquisition and Retention Resources to Maximize Customer Profitability

By W. Reinartz, Jacquelyn S. Thomas, V. Kumar. 2005

782 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/eb464ec438a0919089b08bcd69333e8273c0a1be

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

1. Vinay Kumar
2. Dominique M. Hanssens
3. Scott A. Neslin
4. Carl F. Mela
5. Shijin Yoo
6. R. Venkatesan
7. Edward C. Malthouse
8. Robert C. Blattberg

Citations in the corpus

• Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions (2009, background): “…duration Telecom Brusco et al., 2003 + (product quality) Relationship duration Telecom Li, 1995 + (discount programs) Relationship duration Telecom Reinartz, Thomas, and Kumar, 2005 + (retention dollars, marketing contacts) Individual profitability B2B hi tech Cross-buying Li, 1995 + Relationship…”
• The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth (2008, background): “The second author thanks Singapore Management University for its support during his appointment as an assistant professor in Lee Kong Chian School of Business.”
• Modeling Customer Lifetime Value (2006, background): “For example, Thomas (2001) and Reinartz, Thomas, and Kumar (2005) simultaneously captured customer acquisition and retention.”
• Size and Share of Customer Wallet (2007, background): “Reinartz, Thomas, and Kumar (2005) find that share of wallet positively affects customer tenure and profitability.”