Vol. XLI (February 2004), 101–115 101 *Rajdeep Grewal is Assistant Professor of Marketing, Smeal College of Business, Pennsylvania State University (e-mail: [email protected]). Raj Mehta is Associate Professor of Marketing (e-mail: [email protected]), and Frank R. Kardes is Professor of Marketing (e-mail: frank. [email protected]), College of Business Administration, University of Cincinnati. This resear...

The benefi t of managing customer relationship by inputs (acquisition and retention costs) and outputs (revenues) for each customer is that marketing managers can better prioritise their efforts by examining the return on marketing investment and thus better differentiate customers by their relative benefi ts and costs. Valuing customers and measuring marketing effect using only direct fi nanci...

Author Deborah Pitel is the marketing director for the Heritage Village Museum in Cincinnati, Ohio. She admits in the preface to her book that she had no experience in marketing when she was hired and so had to do some research to develop the necessary skills for the position. The books that she found on the subject of marketing for museums were written for larger institutions with in-house or ...

When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it. This has the effect of endogenously determining market segments in a model ...