Customers are valuable assets for the firm, but they can
be costly to acquire and retain. Customers’ differences
in the course of their relationship with the firm are
reflected in their contributions to the firm value
throughout their tenure. To the extent that different
acquisition strategies bring different “qualities” of
customers, the acquisition effort has an important
influence on the long-term profitability of the firm.
Therefore, the customer acquisition process plays an
important role in the newly emerging paradigm of
customer equity. pdf
