University of California, Los Angeles 4 credits Management
Lecture, three hours. Requisites: courses 402, 411. Use of notion of customer life cycle as organizing principle and application to digital marketing context. Frameworks and data-analytical tools for interacting with customers and learning about their preferences as they evolve through four stages of customer life cycle: (1) customer acquisition, (2) initial post-promotion purchasing, (3) mid-maturity purchase and transaction behavior, and (4) customer attrition or switchover to other product lines. S/U or letter grading.
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