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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Dettagli Bibliografici
Autori principali:	Estrella Ramón, Antonia María, Sánchez Pérez, Manuel, Swinnen, Gilbert, Vanhoof, Koen
Natura:	info:eu-repo/semantics/article
Lingua:	English
Pubblicazione:	Association for Professional Managers in South Africa 2024
Soggetti:	Marketing Customer value Customer equity Customer lifetime value
Accesso online:	http://hdl.handle.net/10835/14940

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