Título:

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

Autores:

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

Revista:

Marketing Science

Ano:

2018

Volume:

37

Número:

5

Páginas:

793-811

Códigos JEL:

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