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Book chapter
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Reference no. 2548BC
Chapter from: "Customer Equity: Building and Managing Relationships as Valuable Assets"
Published by: Harvard Business Publishing
Published in: 2006

Abstract

In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach - acquisition, retention, and add-on selling - focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity. This chapter is excerpted from ‘Customer Equity: Building and Managing Relationships as Valuable Assets'.

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Abstract

In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach - acquisition, retention, and add-on selling - focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity. This chapter is excerpted from ‘Customer Equity: Building and Managing Relationships as Valuable Assets'.

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