Unprofitable cross buying Evidence from consumer and business markets

By:

SHAH, DENISH

Contributor(s):

KUMAR, V

Material type:

Mixed materialsPublication details: 2012Description: 78-95NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: Conventional wisdom, marketing literature, and cross selling practices to date are based on the notion that customer cross buying is positively associated with customer pofitability. However this study finds that when certain customers with persistent adverse behavioral traits( e.g. limited spending, excessive revenue reversals, excessive service requests, promotion purchase behavior) engage in cross buying, they exhibit a downward spiral of unprofitable relationship, with the losses increasing with higher levels of cross buying.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/3	Available		P14400

Conventional wisdom, marketing literature, and cross selling practices to date are based on the notion that customer cross buying is positively associated with customer pofitability. However this study finds that when certain customers with persistent adverse behavioral traits( e.g. limited spending, excessive revenue reversals, excessive service requests, promotion purchase behavior) engage in cross buying, they exhibit a downward spiral of unprofitable relationship, with the losses increasing with higher levels of cross buying.

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