Targeted product offers to develop customer asset value: a longitudinal assessment

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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...

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Bibliographic Details
Main Author:	Ferguson, Graham
Other Authors:	Erdener Kaynak
Format:	Conference Paper
Published:	International Management Development Association 2011
Online Access:	http://hdl.handle.net/20.500.11937/62453

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