Sunil Gupta
Do likes lead to loyal consumers or do loyal consumers tend to like a brand on Facebook? Do these likes lead to anything? What we found with our research was that likes lead to nothing.
Content: Quotation | Author: Sunil Gupta | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales
A Smarter Way to Reduce Customer Defections
Companies can’t afford to lose hard-won customers, but in truth some are more important to keep than others. Recent research by Sunil Gupta and Aurélie Lemmens explains how to find them.
Content: Article | Author: Sunil Gupta | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales
Solving the Market Resources Allocation Puzzle
Television spots, word-of-mouth, viral ads. Marketing managers have more options at their disposal than ever before. But how to decide? Harvard Business School professors Sunil Gupta and Thomas Steenburgh offer a way for managers to conceptualize the most effective approach.
Content: Article | Authors: Sunil Gupta, Thomas Steenburgh | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales
How Do You Value a “Free” Customer?
Sometimes a valuable customer may be the person who never buys a thing. In a new research paper, Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting-a “free” customer who nevertheless influences your bottom line.
Content: Article | Author: Sunil Gupta | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales
What Are Your Customers Worth?
Not all customers are created equal. You need to know their lifetime value, then compare the cost of acquiring, serving, and keeping them.
Content: Article | Authors: Donald R. Lehmann, Sunil Gupta | Source: Optimize Magazine | Subjects: Management, Marketing / Sales