Instant customer base analysis: Managerial heuristics often "get it right"

Journal of Marketing

Volumn 72, Issue 3, 2008, Pages 82-93

  Wübben, Markus ^a   Wangenheim, Florian V ^a  

^a TUM SCHOOL OF MANAGEMENT   (Germany)

Author keywords

Customer base analysis; Customer management; Direct marketing; Heuristics; Relationship marketing

Indexed keywords

EID: 44149111631     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.72.3.82     Document Type: Article

References (53)