More Than Meets the Eye - Stop using observable measures to forecast customer lifetime value.
| Year of publication: |
2006
|
|---|---|
| Authors: | Fader, Peter S. ; Hardie, Bruce G.S. ; Lee, Ka Lok |
| Published in: |
Marketing research : a magazine of management and applications. - Chicago, Ill : American Marketing Assoc, ISSN 1040-8460, ZDB-ID 10227647. - Vol. 18.2006, 2, p. 8-15
|