Return on marketing : using customer equity to focus marketing strategy
Roland T. Rust, Katherine N. Lemon and Valerie A. Zeithaml
| Year of publication: |
2009
|
|---|---|
| Authors: | Rust, Roland T. ; Lemon, Katherine N. ; Zeithaml, Valerie A. |
| Published in: |
Evolving and emerging issues in marketing strategy. - Los Angeles [u.a.] : Sage. - 2009, p. 25-61
|
| Subject: | Marketing | Return on Investment | Return on investment | Marketingmanagement | Marketing management | Markenführung | Brand management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Reprint |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003836717