Driving customer equity : linking customer lifetime value to strategic marketing decisions

Driving customer equity linking customer lifetime value to strategic marketing decisions

Bibliographic Details
Main Author: Rust, Roland T. (-)
Corporate Author: Marketing Science Institute (-)
Other Authors: Lemon, Katherine N. (Katherine Newell), Zeithaml, Valarie A.
Format: Book
Language:Inglés
Published: Cambridge, Massachusetts : Marketing Science Institute 2001.
Series:Report (Marketing Science Institute) ; 01,108.
Subjects:
Marketing relacional.
Lealtad del consumidor.
Satisfacción del consumidor.
See on Universidad de Deusto:https://oceano.biblioteca.deusto.es/primo-explore/search?query=any,contains,991001234039703351&tab=default_tab&search_scope=deusto_alma&vid=deusto
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Description
Item Description:En la port.: Working Paper Series
Physical Description:55 p. ; 28 cm
Bibliography:Bibliogr.: p. 45-54

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