The impact of brand equity on customer acquisition, retention, and profit margin
Florian Stahl, Mark Heitmann, Donald R. Lehmann, & Scott A. Neslin
| Year of publication: |
2012
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|---|---|
| Authors: | Stahl, Florian ; Heitmann, Mark ; Lehmann, Donald R. ; Neslin, Scott A. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 76.2012, 4, p. 44-63
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| Subject: | brand equity | marketing mix | return on marketing | marketing strategy | customer lifetime value | Marketingmanagement | Marketing management | Markenimage | Brand image | Markenführung | Brand management | Kundenwert | Customer value | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kundengewinnung | Customer acquisition | Marketingtheorie | Marketing theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009782957