Measuring and maximizing customer equity: a critical analysis

Journal of the Academy of Marketing Science

Volumn 35, Issue 2, 2007, Pages 157-171

  Kumar, V ^a   George, Morris ^a  

^a UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

Aggregate level approach; Customer equity; Customer lifetime value; Disaggregate level approach

Indexed keywords

EID: 41549131266     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-007-0028-2     Document Type: Article

References (21)

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