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What is Customer Acquisition

Handbook of Research on Mobile Marketing Management
“Customer acquisition includes the first purchase as well as other non-purchase encounters that both precede and follow the purchase, up until the time the customer makes a repeat purchase.” (Blattberg, Getz, & Thomas, 2001)
Published in Chapter:
Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study
Niklas Nohlen (Institute of Research on Information Systems (IRIS), Germany), Stefan Smolnik (European Business School (EBS), Germany), and Gerold Riempp (International University Schloss Reichartshausen, Germany)
Copyright: © 2010 |Pages: 23
DOI: 10.4018/978-1-60566-074-5.ch012
Applications based on mobile technologies are predicted to achieve increasing distribution as well as high potential for business processes especially with regard to customer interfaces. This chapter is going to analyze and present perspectives and approaches for initiation efforts by means of mobile technologies of Switzerland’s health care industry. On the one hand, acceptance and success factors of such mobile applications are analyzed by means of empirical studies involving customers and companies, on the other hand a prototype of mobile processes for initiation efforts is introduced, which was developed in the course of a case study.
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More Results
The Contribution of Data Science Applied to Customer Relationship Management: A Systematic Literature Review
Business tactics aiming to attract prospect customers and to let them know about the enterprise’ products and/or services and, the consequently, to identify uniquely the new customers when performing the purchases.
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Electronic Customer Relationship Management in Tourism
The process of gaining new customers, persuading them to buy a company’s goods or services.
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Louis Vuitton: Using Digital Presence for Brand Repositioning and CRM
Customer Acquisition is the process of acquiring or obtaining new customers, and/or converting prospects to customers.
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