Total value of the customer and targeted marketing strategies

Doctoral thesis English OPEN
Ryals , L.;
  • Publisher: Cranfield University

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... View more
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