# The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

> Research article (Journal of Marketing Research, 2015) · cited 108× · AI/ML

**Wikidata**: [openalex:W3124035032](https://www.wikidata.org/wiki/openalex:W3124035032)  
**Source**: https://4ort.xyz/entity/the-perils-of-proactive-churn-prevention-using-plan-recommendations-evidence-from-a-field-experiment