For Keeps: Factors of Profitable Customer Relationships [Archive.org URL]

You have the option of mailing a catalog or sending a salesperson to contact a customer, but how do you know which method is more profitable? Imagine that you can find out, and with that same information, you can divine the length of time that each customer remains profitable and know which factors are really driving the profitable lifetime duration. This study by Professors Werner Reinartz and V. Kumar presents a framework to do just that, strengthening the knowledge base of managing customer relationships and adding an integral piece to the managerial toolkit, especially for those buyer-seller relationships that are not governed by a contract.

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