Abstract
All firms must build their customer base by acquiring customers. This chapter looks at the strategy and tactics for doing so. We start with the customer equity framework, which integrates customer acquisition, retention, and development. Key to that concept is the “acquisition curve,” which relates expenditures on customer acquisition to the number of customers acquired. We discuss strategies for increasing acquisition rates suggested by the acquisition curve, and then present and elaborate on a framework for developing customer acquisition programs.
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© 2008 Springer Science+Business Media, LLC
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Blattberg, R.C., Kim, BD., Neslin, S.A. (2008). Acquiring Customers. In: Database Marketing. International Series in Quantitative Marketing, vol 18. Springer, New York, NY. https://doi.org/10.1007/978-0-387-72579-6_20
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DOI: https://doi.org/10.1007/978-0-387-72579-6_20
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-72578-9
Online ISBN: 978-0-387-72579-6
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