Don't Cave in to Cave Dwellers - Marketers need to escape from financial evaluation, especially one-number approaches such as return on customer.
| Year of publication: |
2006
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|---|---|
| Authors: | Ambler, Tim |
| Published in: |
Marketing management : a quarterly business management publication of the American Marketing Association. - Chicago, Ill : AMA, ISSN 1061-3846, ZDB-ID 12018028. - Vol. 15.2006, 5, p. 25-31
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