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

We propose a new strategy for proactive churn management that actively uses social network information to retain consumers.

• 저널Marketing Science · 37(5) · 793–811
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2018.1099
• 저자Miguel Godinho de Matos, Pedro Ferreira, Rodrigo Belo