Frequency and recency: keeping your customers close

Stephen White and Charles Dawson

In this article on frequency and recency the authors review papers on the subject from the middle 1990s to 2001.

Frequency And Recency: Keeping Your Customers Close

Stephen WhiteEMM andCharles Dawson

Napoleon was possessed of preternatural far-sightedness in the planning of military offensives. Bonaparte the commander 'could conjure up entire campaigns, down to the smallest topographical detail and translate these campaign routes into detailed orders that were truly astonishing'.

The Napoleon paradox

These qualities would have made him a gifted media planner in our own century. When it came to campaigning in the bedroom, however, his approach was peculiarly abrupt. His empress complained that, in bed, he was 'too quick and selfish'. Napoleon at war was...

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