Customer Acquisition Promotions and Customer Asset Value

By Michael Lewis. 2006

159 citations recorded by the source corpus.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/fd97ab1b5d1cc7073b335f1179eed1d0e9e4e88b

How researchers see this paper

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

In Marketing

1. Julián Villanueva
2. Vinay Kumar
3. Dominique M. Hanssens
4. Shijin Yoo
5. Koen Pauwels
6. Shuba Srinivasan
7. Marnik G. Dekimpe
8. H. V. van Heerde

Citations in the corpus

• The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth (2008, background): “Because customers acquired through different channels are expected to generate different value (Lewis 2006), we examine the difference of long-term contributions of customers acquired through MKT methods and WOM.”
• A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, background): “…also focused on applying customer value to enhance firm performance fromvarious perspectives such as the role of customer acquisition strategies (Lewis 2006), customer retention strategies (Reinartz, Thomas, and Kumar 2005), customer loyalty (Reinartz and Kumar 2002), customer satisfaction…”
• Customer Equity: Measurement, Management and Research Opportunities (2007, background): “Li et al. (2005) develop a cross-selling model that can incorporate the sequential acquisition pattern of some products across different households, as it occurs, for example in financial services.”