Maximizing profitability and return on investment: A short clarification on Reinartz, Thomas, and Kumar

Journal of Marketing

Volumn 69, Issue 4, 2005, Pages 153-154

  Ambler, Tim ^a  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 27144548059     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.2005.69.4.153     Document Type: Article

References (2)

1. Reinartz, Werner, Jacquelyn S. Thomas, and V. Kumar (2005), "Balancing Acquisition and Retention Resources to Maximize Customer Profitability," Journal of Marketing, 69 (January), 63-79.
2. Rust, Roland, Katherine N. Lemon, and Valarie Zeithaml (2004), "Return on Marketing," Journal of Marketing, 68 (January), 109-127.