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dc.contributor.authorFerguson, Graham
dc.contributor.editorErdener Kaynak
dc.contributor.editorTalha Harcar
dc.date.accessioned2018-02-01T05:23:53Z
dc.date.available2018-02-01T05:23:53Z
dc.date.created2018-02-01T04:59:45Z
dc.date.issued2011
dc.identifier.citationFerguson, G. 2011. Targeted product offers to develop customer asset value: a longitudinal assessment, in Erdener Kaynak and Talha Harcar (ed), International Management Development Association Twentieth World Business Congress, Jul 3 2011, pp. 545-551. Poznan, Poland: International Management Development Association.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62453
dc.description.abstract

This study explores the longitudinal gains resulting from the introduction of a formal cross-selling program in a large insurance organisation. Prior research and theory in this area has argued that cross-selling increases Customer Lifetime Value and therefore Customer Asset Value (also called Customer Equity). The current study supported those contentions by tracking two groups of customers over seven years. One group was cross-sold products, whilst another group of customers was not. Results indicate that cross-sold customer purchased more often, retained the product longer and subsequently purchased more products. Cross-sold customers contributed more than twice as much value to the organisation.

dc.publisherInternational Management Development Association
dc.titleTargeted product offers to develop customer asset value: a longitudinal assessment
dc.typeConference Paper
dcterms.source.startPage545
dcterms.source.endPage551
dcterms.source.titleAdvances in global management development
dcterms.source.seriesAdvances in global management development
dcterms.source.isbn1888624108
dcterms.source.conferenceInternational Management Development Association Twentieth World Business Congress
dcterms.source.conference-start-dateJul 3 2011
dcterms.source.conferencelocationPoznan, Poland
dcterms.source.placePoland
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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