2019
DOI: 10.1007/s11002-019-09490-y
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The Pareto rule in marketing revisited: is it 80/20 or 70/20?

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Cited by 21 publications
(25 citation statements)
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“…In terms of all buyers not being equal, there have long been attempts to quantify the most valuable 20% of customers at brand and category levels, for example, with the Pareto Ratio or law (e.g. Sanders, 1987, Rodd, 1996, Anesbury et al, 2020, McCarthy and Winer, 2019 (Sharp, 2010, p.46).…”
Section: Who Brands Need To Reach and Target For Growthmentioning
confidence: 99%
See 4 more Smart Citations
“…In terms of all buyers not being equal, there have long been attempts to quantify the most valuable 20% of customers at brand and category levels, for example, with the Pareto Ratio or law (e.g. Sanders, 1987, Rodd, 1996, Anesbury et al, 2020, McCarthy and Winer, 2019 (Sharp, 2010, p.46).…”
Section: Who Brands Need To Reach and Target For Growthmentioning
confidence: 99%
“…That is, where pareto ratios are less concentrated, it is not as advantageous to take a surgical approach to customer acquisition because the customers that are eventually acquired will be of comparable financial value anyway (McCarthy and Winer, 2019).…”
Section: Who Brands Need To Reach and Target For Growthmentioning
confidence: 99%
See 3 more Smart Citations