A marketing view of the customer value: Customer lifetime value and customer equity

A marketing view of the customer value: Customer lifetime value and customer equity

Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime Val...

Ausführliche Beschreibung

Bibliographische Detailangaben
Hauptverfasser: Estrella Ramón, Antonia María, Sánchez Pérez, Manuel, Swinnen, Gilbert, Vanhoof, Koen
Format: info:eu-repo/semantics/article
Sprache:English
Veröffentlicht: Association for Professional Managers in South Africa 2024
Schlagworte:
Marketing
Customer value
Customer equity
Customer lifetime value
Online Zugang:http://hdl.handle.net/10835/14940

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