When I was in business classes, I KNOW that I came across some facts and figures on how much more it costs to obtain new customers versus obtaining current customers (new customer costs vs. customer loyalty costs).

I tried some Google Scholar / Full Text @ NCSU searches yesterday but didn't find too much.

I'm paying $20.00 - via Paypal, Google Checkout, check, or cash (will meet you around campus or other close location) - flat rate for the search and a list of the resources/results you find, to the first individual to email me at mailto:NCSULilWolf@gmail.com.

My only criteria is that it comes from a reputable source (ie: not someone using it to sell something, unless they offer a reference/citation that can be traced back and verified). Journal of Marketing (or some other relevant media/publication) and a full-reference source (ie: study, broad-based research) and it needs to be somewhat recent (ie: post-2000 publication/research date). It also needs to be something I'll have access to after, ie: no premium full-text websites, etc. unless it's something the NCSU Libraries already provides access to, with Full Text@NCSU available.

I'm hoping this is an easy, 1.5-hour or less job for someone who has experience in online research with using multiple search phrases, etc.

Let me know if you have any questions!
Thanks!
~Lisa

[Edited on September 6, 2009 at 4:07 PM. Reason : link]

9/6/2009 4:02:16 PM

email sent

9/6/2009 4:29:18 PM

Please Note: My only criteria is that it comes from a reputable source (ie: not someone using it to sell something, unless they offer a reference/citation that can be traced back and verified). Journal of Marketing (or some other relevant media/publication) and a full-reference source (ie: study, broad-based research) and it needs to be somewhat recent (ie: post-2000 publication/research date). It also needs to be something I'll have access to after, ie: no premium full-text websites, etc. unless it's something the NCSU Libraries already provides access to, with Full Text@NCSU available.

9/6/2009 4:52:42 PM

doesn't the ratio you're seeking depend on the industry?

9/6/2009 5:49:11 PM

^ It definitely could, I don't necessarily need a concrete ratio or statistics, but more so just research to support the marketing adage that it roughly costs 5 times more to obtain new customer than it does to retain current customers. There are plenty of consulting and CRM service websites that note it, but I want to see some actual research or findings to substantiate it. If narrowing it down to one industry is advantageous (might provide some more narrow focus on publications, etc.), then retail (domestic) would be my first preference.

9/6/2009 7:13:40 PM