Silveira, Cleo Schmitt; Oliveira, Marta Olivia Rovedder de - In: Marketing Intelligence & Planning 35 (2017) 5, pp. 611-625
Purpose The purpose of this paper is to explore the differences and similarities between two methods/models for estimating customer equity (CE): one using behavior-based data and one using market-based data. Design/methodology/approach Two separate analyses of the same market scenario (telecom...