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Targting revenue leaders for a new product

By: Contributor(s): Material type: Mixed materialsMixed materialsPublication details: 2013Description: 65-80Subject(s): 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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Item type Current library Call number Vol info Status Date due Barcode
Periodicals/Magazines 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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