000			00964npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.8
100			_aHAENLEIN, MICHAEL
245			_aTargting revenue leaders for a new product
260			_c2013
300			_a65-80
520			_aHistorically, 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.
653			_aMARKETING
700			_aLIBAI, BARAK
773			_oP14948 _nM _927732 _011181 _tJOURNAL OF MARKETING
942			_2ddc _cARTCL
999			_c11992 _d11992