Abstract
The importance of the allocative decisions between expansive and retentive marketing efforts is reviewed. Practical cost-benefit methods with minimum data requirements are designed to measure the relative economic efficiencies of retentive and expansive marketing. Econometric models are specified for cases where either extensive historical data are available or their collection is economically justified. An application to the marketing of services by a commercial bank is presented and discussed. Although the emphasis of the paper is on the organizational marketing of financial services, the methodology is applicable to a wide variety of products and services.
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