Manage marketing by the customer equity test.

@article{Blattberg1996ManageMB,
  title={Manage marketing by the customer equity test.},
  author={Robert C. Blattberg and Judith Deighton},
  journal={Harvard business review},
  year={1996},
  volume={74 4},
  pages={136-44}
}
Managers have recently begun to think of good marketing as good conversation, as a process of drawing customers into progressively more satisfying relationships with a company. And just as the art of conversation follows two steps--first striking up a conversation with a likely partner and then maintaining the flow--so the new marketing naturally divides itself into the work of customer acquisition and the work of customer retention. But how can managers determine the optimal balance between… CONTINUE READING

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