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Driving customer equity : linking customer lifetime value to strategic marketing decisions
Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A. - 2001
Persistent link: https://www.econbiz.de/10001618452
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Measuring customer equity and calculating marketing ROI
Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A. - In: The handbook of marketing research : uses, misuses, and …, (pp. 588-601). 2006
Persistent link: https://www.econbiz.de/10003420686
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Three decades of customer value research : paradigmatic roots and future research avenues
Zeithaml, Valarie A.; Verleye, Katrien; Hatak, Isabella; … - In: Journal of service research 23 (2020) 4, pp. 409-432
Persistent link: https://www.econbiz.de/10012391603