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The Customer Asset : Understanding and Managing its Value

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1. Introduction: What is the Value of Your Customers? -- 2.The VARIED Tasks of the Customer Asset -- 3.The Customer Asset Approach -- 4. Who Is The Customer Assets Approach For? -- 5. Applying the Customer Asset -- 6.Communication about the Customer Asset -- 7.Conclusion -- 8. References.

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Seeding, referral, and recommendation : creating profitable word-of-mouth programs

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Can non-tiered customer loyalty programs be profitable?

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Sports sponsorship effects on customer equity : an Asian market application

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Digital service innovation, customer engagement, and customer equity in AR marketing

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