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How to grow a brand: Retain or acquire customers?

16 references·16 citing·35 second hopsampled

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References

1990Zero defections: quality comes to services.5,373 cited
2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy2,149 cited
2004The Customer Relationship Management Process: Its Measurement and Impact on Performance1,686 cited
2003Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development1,490 cited
1996The loyalty effect: The hidden force behind growth, profits, and lasting value1,430 cited
2004Valuing Customers848 cited
2002The mismanagement of customer loyalty.769 cited
2004Balancing Acquisition and Retention Resources to Maximize Customer Profitability751 cited
2001Customer Equity: Building and Managing Relationships As Valuable Assets491 cited
1984The Dirichlet: A Comprehensive Model of Buying Behaviour435 cited
1959The Pattern of Consumer Purchases349 cited
1974The Theory of Stochastic Preference and Brand Switching344 cited
2002Customer Equity: Building and Managing Relationships as Valuable Assets293 cited
2004Recapturing Lost Customers243 cited
2005Reducing Adverse Selection through Customer Relationship Management178 cited

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1977A Parsimonious Description of the Hendry System175 cited

Cited by

2017Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based?47 cited
2018Are Promoters Valuable Customers? An Application of the Net Promoter Scale to Predict Future Customer Spend36 cited
2018Advertising spending patterns and competitor impact33 cited
2020The long-term erosion of repeat-purchase loyalty32 cited
2022Factors that influence manufacturer and store brand behavioral loyalty32 cited
2021Quantifying the target market for advertisers29 cited
2019How country of origins of food products compete and grow27 cited
2016Brand growth in packaged goods markets: Ten cases with common patterns27 cited
2015An Investigation of Variation in Brand Growth and Decline across Categories23 cited
2017Brand user profiles seldom change and seldom differ23 cited
2017Making Sense of Common Dirichlet Deviations23 cited
2023Where is the brand growth potential? An examination of buyer groups20 cited
2023Reaching Voters on Social Media: Planning Political Advertising on Snapchat17 cited
2022Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing16 cited
2017Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time15 cited
2019Extending the double jeopardy and duplication of purchase laws to the wine market15 cited