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One man's path to marketing analytics

Berger, Paul D. - In: Journal of marketing analytics : JMA 4 (2016) 1, pp. 1-13

Persistent link: https://www.econbiz.de/10011539915

The role of channel quality in customer equity management

Dong, Weimin; Swain, Scott D.; Berger, Paul D. - In: Journal of business research : JBR 60 (2007) 12, pp. 1243-1252

Persistent link: https://www.econbiz.de/10003571115

A diffusion model for measuring electronic community growth and value

Toder-Alon, Anat; Berger, Paul D.; Weinberg, Bruce D. - In: Journal of targeting, measurement and analysis for marketing 18 (2010) 1, pp. 33-47

Persistent link: https://www.econbiz.de/10003964162

Connected customer lifetime value : the impact of social media

Weinberg, Bruce D.; Berger, Paul D. - In: Journal of direct, data and digital marketing practice … 12 (2010/11) 4, pp. 328-344

Persistent link: https://www.econbiz.de/10009154951

The Role of Channel Quality in Customer Equity Management

Dong, Weimin; Swain, Scott D.; Berger, Paul D. - 2012

Maximization of customer equity is a core objective of customer-company relationship management. We present an extended model of customer equity for determining the optimal allocation of marketing resources across acquisition and retention activities. Focusing on the negative relationship...

Persistent link: https://www.econbiz.de/10014050174