The impact of brand equity on customer acquisition, retention, and profit margin
Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin
Year of publication: |
2010
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Authors: | Stahl, Florian ; Heitmann, Mark ; Lehmann, Donald R. ; Neslin, Scott A. |
Published in: |
MSI reports : working paper series. - Cambridge, Mass, ISSN 1545-505X, ZDB-ID 21271744. - 2010, 4, p. 41-90
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