The Marketing Mix

by Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas

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In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach--acquisition, retention, and add-on selling--focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity.

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