The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity : report No. 06-119
Year of publication: |
2006
|
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Authors: | Villanueva, Julian ; Yoo, Shijin ; Hanssens, Dominique M. |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2006, 3, p. 93-108
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Subject: | Beziehungsmarketing | Relationship marketing | Kundengewinnung | Customer acquisition | Informationsverbreitung | Information dissemination | Marketingtheorie | Marketing theory |
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