The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment.
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| Title: | The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment. |
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| Authors: | ASCARZA, EVA1 ascarza@columbia.edu, IYENGAR, RAGHURAM2 riyengar@wharton.upenn.edu, SCHLEICHER, MARTIN3 mschleicher@iae.edu.ar |
| Source: | Journal of Marketing Research (JMR). Feb2016, Vol. 53 Issue 1, p46-60. 25p. 1 Diagram, 14 Charts, 1 Graph. |
| Database: | Business Source Ultimate |
| ISSN: | 00222437 |
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| DOI: | 10.1509/jmr.13.0483 |
