Expanding the role of marketing: From customer equity to market capitalization

Journal of Marketing

Volumn 73, Issue 6, 2009, Pages 119-136

  Kumar, V ^a,b   Shah, Denish ^a,c  

^a Department of Marketing ^*  (United States)

^b Center for Excellence in Brand and Customer Management   (United States)

^c GEORGIA STATE UNIVERSITY   (United States)

Author keywords

Shareholder value, customer lifetime value, market capitalization, marketing accountability, customer management

Indexed keywords

EID: 70449394686     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.6.119     Document Type: Article

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