Customer lifetime value and customer equity models using company-reported summary data
Thorsten Wiesel, Bernd Skiera and Julian Villanueva
| Year of publication: |
2011
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|---|---|
| Authors: | Wiesel, Thorsten ; Skiera, Bernd ; Villanueva, Julian |
| Other Persons: | Pfeifer, Phillip E. (contributor) |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 25.2011, 1, p. 20-22
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| Subject: | Kundenwert | Customer value | Beziehungsmarketing | Relationship marketing | Cash Flow | Cash flow | Schätzung | Estimation |