Villanueva, Julian; Hanssens, Dominique M. - In: Foundations and Trends(R) in Marketing 1 (2007) 1, pp. 1-95
Despite the recent academic interest in the study of customer equity (CE henceforth), a comprehensive discussion of the prevailing research issues has not been provided. There is a shift in the interest of managers and researchers from a traditional focus on product management to a more recent...