Retention market penetration profitability and effi

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Practically speaking, optimizing market share in the face of a limited budget requires taking into. The path of steepest ascent. The purpose of this paper is explore whether, in fact, a firm should spend more money on customer retention if its cost to acquire a new customer is 5X the cost of retaining an existing one. Author content All content in this area was uploaded by Rice Williams on May 19, Current versus optimal conditions. The study highlights the managerial implications of the model in the context of e-commerce.

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