Database Marketing pp 495-514 | Cite as
Acquiring Customers
Chapter
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.
Keywords
Acquisition Cost Reference Price Acquisition Rate Direct Marketing Customer Retention
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information
© Springer Science+Business Media, LLC 2008