Title:

Target the Ego or Target the Group: Evidence from a Randomized Experiment in Proactive Churn Management

Authors:

Miguel Godinho de Matos (U Católica Portuguesa)
Pedro Ferreira (Carnegie Mellon U)
Rodrigo Belo (Erasmus U Rotterdam)

Journal:

Marketing Science

Year:

2018

Volume:

37

Number:

5

Pages:

793-811

JEL codes:

F23 - Multinational Firms; International Business
L96 - Telecommunications
M31 - Marketing
D92 - Intertemporal Firm Choice and Growth, Investment, or Financing
L25 - Firm Performance: Size, Diversification and Scope, Age, Profit, and Sales