Measuring customer equity and calculating marketing ROI
Year of publication: |
2006
|
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Authors: | Rust, Roland T. ; Lemon, Katherine N. ; Zeithaml, Valarie A. |
Published in: |
The handbook of marketing research : uses, misuses, and future advances. - Thousand Oaks, Calif. [u.a.] : Sage Publ., ISBN 1-4129-0997-X. - 2006, p. 588-601
|
Subject: | Kundenwert | Customer value | Messung | Measurement | Return on Investment | Return on investment |
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