Customer equity drivers and future sales

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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...

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Bibliographic Details
Main Authors:	Vogel, Verena, Evanschitzky, H., Ramaseshan, Balasubramani
Format:	Journal Article
Published:	American Marketing Association 2008
Online Access:	http://hdl.handle.net/20.500.11937/45407

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