October 2009

STANFORD GRADUATE SCHOOL OF BUSINESS — An award-winning paper by two Stanford marketing professors and a colleague could have major ramifications for how companies can improve business by strategically rewarding customers.

Although marketers often rely on history, spending more on their best customers, the research published in the journal Marketing Science suggests that it might be more cost-effective to increase spending on their occasional clients, according to research by marketing professors James Lattin and V. "Seenu" Srinivasan with Oded Netzer, PhD '04, now an associate professor of marketing at Columbia Business School.