# Retention Futility: Targeting High-Risk Customers Might be Ineffective

> Research article (Journal of Marketing Research, 2017) · cited 257× · AI/ML

**Wikidata**: [openalex:W3122149192](https://www.wikidata.org/wiki/openalex:W3122149192)  
**Source**: https://4ort.xyz/entity/retention-futility-targeting-high-risk-customers-might-be-ineffective