Customer Acquisition & Retention

Consumer dissatisfaction can be far more potent than satisfaction.

When one company acquires another, executives have 10 distinct options for the corporate rebranding.

Netflix’s allocation policy is part of a growing trend.

The good word from devoted customers may not always be the most effective promotional tool.

Deep discounting strategies provide decidedly mixed long-term benefits.

Managers’ opinions vary about the goals and value of Internet marketing.

Customer delight might not always lead to long-term satisfaction and loyalty.

Customer-lifetime value is more than a metric; it’s a way of thinking and of doing business.