Reconciling the Customer Equity and the Brand Equity Perspectives on the Financial Value of Marketing
Year of publication: |
2023
|
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Authors: | Calder, Bobby ; Malthouse, Edward ; Omatoi, Joe |
Publisher: |
[S.l.] : SSRN |
Subject: | Kundenwert | Customer value | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Markenimage | Brand image |
Extent: | 1 Online-Ressource (46 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 10, 2023 erstellt |
Other identifiers: | 10.2139/ssrn.4321991 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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