Marketing Models for the Customer-Centric Firm

  • Eva Ascarza
  • Peter S. Fader
  • Bruce G. S. HardieEmail author
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 254)


A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition , customer retention , and customer development (i.e., increasing the value of each existing customer (per unit of time) while they remain a customer). In this chapter we review the key data-based tools and methods that have been developed by marketing scientists (and researchers and practitioners in related fields such as operations research, statistics, and computer science) to assist firms in their understanding and implementing these activities more effectively.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Eva Ascarza
    • 1
  • Peter S. Fader
    • 2
  • Bruce G. S. Hardie
    • 3
    Email author
  1. 1.Columbia Business SchoolNew YorkUSA
  2. 2.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  3. 3.London Business SchoolLondonUK

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