Marketers often lavish attention on their best customers, but Stanford Graduate School of Business researchers James M. Lattin and V. Srinivasan suggest it may be more cost effective to increase their spending on clients who only occasionally use their products or services.
STANFORD GRADUATE SCHOOL OF BUSINESS — An award-winning paper by two Stanford marketing professors and a colleague could have major ramifications for how companies can improve business by strategically rewarding customers.
This piece originally appeared in Stanford Business Insights from Stanford Graduate School of Business. To receive business ideas and insights from Stanford GSB click here: (To sign up: https://www.gsb.stanford.edu/insights/about/emails)