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...

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Detalles Bibliográficos
Main Authors: Estrella Ramón, Antonia María, Sánchez Pérez, Manuel, Swinnen, Gilbert, Vanhoof, Koen
Formato: info:eu-repo/semantics/article
Idioma:English
Publicado: Association for Professional Managers in South Africa 2024
Subjects:
Marketing
Customer value
Customer equity
Customer lifetime value
Acceso en liña:http://hdl.handle.net/10835/14940

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