Targeted product offers to develop customer asset value: a longitudinal assessment
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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
International Management Development Association
2011
|
| Online Access: | http://hdl.handle.net/20.500.11937/62453 |