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Cited by 751

The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.

Balancing Acquisition and Retention Resources to Maximize Customer Profitability

Reinartz, Werner, Thomas, Jacquelyn S., Kumar, V.·2005·Journal of Marketing
DOI 10.1509/jmkg.69.1.63.55511
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Abstract

In this research, the authors present a modeling framework for balancing resources between customer acquisition efforts and customer retention efforts. The key question that the framework addresses is, “What is the customer profitability maximizing balance?” In addition, they answer questions about how much marketing spending to allocate to customer acquisition and retention and how to distribute those allocations across communication channels.

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Registry

Crossref · 10.1509/jmkg.69.1.63.55511

Cites

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Citations

Cites

Show all 11 references

Research works printed but not linked: 37

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Cited by

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Metadata

Authors
Reinartz, W., Thomas, J. S., & Kumar, V.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2005-01
Volume
69
Issue
1
Pages
63-79
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.69.1.63.55511
OpenAlex
W2145251909
Cited by
751
References
11
FWCI
108.53
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: Balancing Acquisition and Retention Resources to Maximize Customer Profitability. https://app.cochat.ai/papers/10.1509/jmkg.69.1.63.55511
The paper
Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing. https://doi.org/10.1509/jmkg.69.1.63.55511

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.