Return on Marketing: Using Customer Equity to Focus Marketing Strategy

Keywords

Marketing, Customer lifetime value, Customer equity, Return on investment, Business

References

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• Economic outcomes of international public relations: A time-series analysis at the country levelByung Wook Kim — 2013
• The effect of corporate sustainability performance on the relationship between corporate efficiency strategy and corporate financial performanceRafat Mohd Soudki Albatayneh — 2014
• Employee Flow as an Integrated and Qualitative System: Impact on Business-to-Business Service QualityGregory John Lee — 2010
• Luxury hotel brand equity, customer experience, and their antecedents : a study of business travellers in Hong KongJing Xu — 2011
• Three essays on brand equityJianjun Zhu — 2009
• Profitable Customer Management: A Study in Retail BankingAndreas Persson — 2011
• Does Customer Relationship Management for VIP Customers Affect Repurchase and Positive WOM in Premium HotelsByung-Hui Shim, Mincheol Kim, Jae-Yong Ko — 2011
• A Hierarchical Bayesian Approach to Predicting Retail Customers' Share-of-Wallet LoyaltyEdward J. Fox, Jacquelyn S. Thomas — 2006
• Corporate Social Responsibility: Worth-Creating ctivitiesJuan Luis Nicolau — 2008
• Service recovery: Literature review and research issuesAnupam Krishna, G.S. Dangayach, Rakesh Jain — 2011
• Efficient Allocation of Marketing Resources using Dynamic ProgrammingGiuliano Tirenni, Abderrahim Labbi, André Elisseeff — 2005
• Die Integration des Kunden in Geschäftsprozesse - ein ökonomisches Modell und dessen Anwendung am Beispiel eines VersicherungsunternehmensJulia Heidemann, Nora Kamprath, Anna-Luisa Müller — 2011
• Brand Loyalty : The Case of Telekom Malaysia (TM)Ahmad Najib Lazan — 2012
• Exploitation versus exploration: Getting the mix rightMatthew Sarkees — 2007
• Customer Lifetime Value: a framework for application in the insurance industry - Building a Business Process to Generate and Maintain an Automatic Estimation AgentMiguel Pio Leal Henriques — 2013
• Sports consumer-team relationship quality: development and psychometric evaluation of a scaleYukyoum Kim, Galen T. Trail, Boyun Woo — 2011

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