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Why is it important for the marketer to distinguish between customer acquisition, conversion, and retention when developing marketing strategies? In addition to the offer, what
- Why is it important for the marketer to distinguish between customer acquisition, conversion, and retention when developing marketing strategies?
- In addition to the offer, what are the elements of a direct marketing strategy?
- How do direct marketers distinguish between the "front end" and the "back end" of a transaction? Why is this important?
- Explain the customer lifetime value (CLV) concept. Thinking about a specific firm, how could it use the concept of CLV to increase the overall profitability of its customer base?
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Principles of Marketing
Authors: Philip Kotler, Gary Armstrong
13th Edition
0136079415, 978-0136079415
