Total value of the customer and targeted marketing strategies
The literature shows some recent calls for an end to 'unaccountable' marketing (Rust et al., 2001; Sheth and Sharma, 2001) and the use of customer lifetime value as an appropriate marketing metric (Rust et al., 2001). Some commentators recommend the application of shareholder value measure...
| Main Author: | |
|---|---|
| Other Authors: | |
| Language: | en |
| Published: |
Cranfield University
2016
|
| Online Access: | http://dspace.lib.cranfield.ac.uk/handle/1826/10618 |