Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section
Academics and practitioners show much interest in the topic of customer value management (CVM): using customer level data to drive customer behavior and customer acquisition and retention decisions in order to optimize the total value of current and future customers. With the incredible growth in da...
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| Published in: | Journal of business research 2016-09, Vol.69 (9), p.3721-3724 |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
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