The article discusses how to decide on budgets for gaining and keeping customers, and how to divide the money between getting new customers and keeping existing ones. It also talks about the importance of valuing customers accurately by looking at their brand value and referral value. The researchers explore how these values are connected to how long a customer stays with a company and how much they spend. The main goal is to help businesses make the most money from their customers by balancing how much they spend on getting new customers and keeping the ones they already have.