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Choosing the Right Metrics to Maximize Profitability and Shareholder Value
Petersen, J.Andrew; Mcalister, Leigh; Reibstein, David J.; … - In: Journal of retailing 85 (2009) 1, pp. 95
Persistent link: https://www.econbiz.de/10008232099
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Der Wert der Mundpropaganda - Marketing: Was bringt es, wenn Konsumenten ein Unternehmen weiterempfehlen? Mit einem neuen Verfahren lässt sich der Kundenwert berechnen.
Kumar, V.; Petersen, J.Andrew; Leone, Robert P. - In: Harvard-Business-Manager : das Wissen der Besten 30 (2008) 2, pp. 56-67
Persistent link: https://www.econbiz.de/10007909224
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TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm t...
Kumar, V.; Petersen, J.Andrew; Leone, Robert P. - In: Harvard business review : HBR (2007), pp. 139-154
Persistent link: https://www.econbiz.de/10007872276
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Maximizing ROI or Profitability - Is one better than the other?
Kumar, V.; Petersen, J.Andrew - In: Marketing research : a magazine of management and … 16 (2004) 3, pp. 28-35
Persistent link: https://www.econbiz.de/10007100186
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Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence
Kumar, V.; Petersen, J.Andrew - In: Journal of the Academy of Marketing Science 33 (2005) 4, pp. 504-519
Persistent link: https://www.econbiz.de/10006149566