Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer.

• Autores: V. Kumar, Yashoda Bhagwat, Xi Zhang
• Localización: Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 79, Nº 4, 2015, págs. 34-55
• Idioma: inglés
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