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Optimal allocation of marketing mix resources : B2C and B2B case studies
Kumar, V. - In: Marketing mix decisions : new perspectives and practices, (pp. 113-153). 2008
Persistent link: https://www.econbiz.de/10003769437
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Legends in marketing: V. Kumar
Kumar, V. - 2012
Persistent link: https://www.econbiz.de/10010201420
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The impact of customer relationship characterisstics on profitable lifetime duration
Reinartz, Werner J. (contributor); Kumar, V. (contributor) - 2001 - [Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001632962
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Customer lifetime duration : an empirical framework for measurement and explanation
Reinartz, Werner J.; Kumar, V. - 2000
Persistent link: https://www.econbiz.de/10001635082