Targting revenue leaders for a new product

By:

HAENLEIN, MICHAEL

Contributor(s):

LIBAI, BARAK

Material type:

Mixed materialsPublication details: 2013Description: 65-80Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: Historically, when targeting potential adopters of a new product, firms have tended to focus first on people with disproportional effect on others, often labeled opinion leaders. The authors highlight the benefit of targeting customers with highlifetime value (CLV), or revenue leaders. The authors argue that targeting revenue leaders can create high value both by accelerating adoption among these customers and because of the higher than average value that revanue leaders generate byaffecting other customers with similarly high CLV.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/3	Available		P14948

Historically, when targeting potential adopters of a new product, firms have tended to focus first on people with disproportional effect on others, often labeled opinion leaders. The authors highlight the benefit of targeting customers with highlifetime value (CLV), or revenue leaders. The authors argue that targeting revenue leaders can create high value both by accelerating adoption among these customers and because of the higher than average value that revanue leaders generate byaffecting other customers with similarly high CLV.

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