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How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge

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Essays on customer equity and product marketing

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Measuring and managing customer relationship risk in business markets

Ryals, Lynette; Knox, Simon - In: Industrial marketing management : the international … 36 (2007) 6, pp. 823-833

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Return on Customer : how marketing actually creates value

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Kumar, V.; Umashankar, Nita - In: Handbook of marketing and finance, (pp. 9-42). 2012

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Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

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Using CLV concept for marketing budgets allocation

Oyner, Olga К.; Sukhorukove, Olga - In: Journal of business market management : JBM 6 (2013) 2, pp. 91-106

The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is...

Persistent link: https://www.econbiz.de/10009761758