Why are some modes of acquisition more profitable? A study of the credit card industry

A key challenge in financial services marketing is attracting good customers to the firm. For most financial services firms, including credit card firms, a good customer is also a profitable customer. Managers would like to use marketing tactics that attract the most profitable customers while close...

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Veröffentlicht in:	Journal of financial services marketing 2011-09, Vol.16 (2), p.90-100
Hauptverfasser:	Steffes, Erin M, Murthi, B P S, Rao, Ram C
Format:	Artikel
Sprache:	eng
Schlagworte:	Business to business commerce Credit card industry Credit cards Customer relationship management Customers Direct selling Economics and Finance Fees & charges Finance Financial Services Interest income Internet Market strategy Marketing Mathematical models Original Article Profitability Profits Relationship marketing Retention Statistical analysis Studies
Online-Zugang:	Volltext
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