“Should You Punish or Reward Current Customers?”

Many companies today face a real customer management dilemma:  Should we offer better deals to current customers or to new ones?  In particular, at what cost should we keep current customers, as opposed to seeking out new ones?  The question is simple, but the answer is not. 

In "Should You Punish or Reward Current Customers?"in theFall 2013 MIT Sloan Management Review, Yale School of Management marketing professors Jiwoong Shin and K. Sudhir offer a framework for making this crucial decision.

Currently, various industr.....

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