Customer equity drivers and future sales
Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Desp...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
American Marketing Association
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/45407 |