Customer equity: An integral part of financial reporting

Journal of Marketing

Volumn 72, Issue 2, 2008, Pages 1-14

  Wiesel, Thorsten ^a   Skiera, Bernd ^b,c   Villanueva, Julián ^d  

^a VU UNIVERSITY AMSTERDAM   (Netherlands)

^b Department of Marketing ^*

^c GOETHE UNIVERSITY   (Germany)

^d IESE BUSINESS SCHOOL   (Spain)

Author keywords

Customer equity; Customer lifetime value; Decomposition; Financial reporting

Indexed keywords

EID: 41549156527     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.72.2.1     Document Type: Article

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