publication . Doctoral thesis . 2015

Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable

Pedreño Santos, Ana;
Open Access Spanish
  • Published: 16 Sep 2015
  • Publisher: Universidad Complutense de Madrid
  • Country: Spain
Abstract
To know how marketing variables affect customer value is essential for a company in order to be market and customer oriented, and to improve investment efficiency in both attracting and retaining customers. Thus, the assessment of the influence of marketing variables in customer value is of prime importance. This is recognized in many empirical studies of these variables, which address the impact of a single variable (or sets of a few variables) on customer value. A comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task for researchers and marketing managers. This research proposes a theoretical...
Subjects
free text keywords: Marketing
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publication . Doctoral thesis . 2015

Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable

Pedreño Santos, Ana;