It is becoming increasingly apparent from the literature that marketers need to consider
customer-level information when they generate a marketing strategy for the firm. In this …

Despite the recent academic interest in the study of customer equity (CE henceforth), a
comprehensive discussion of the prevailing research issues has not been provided. There is …

This article demonstrates how the critical components of customer equity, viz. acquisition
and retention rates, may be derived from readily available sales transactions data. Thus we …

В условиях кризиса, когда организация продаж становится все более сложным делом,
для компаний неизбежно растет значение задач измерения результативности и …

This dissertation contains three essays that seek to increase our understanding of customer
equity modeling. First, I provide an extensive review of current models of customer equity …

The role of business process capabilities and market-based assets in creating customer value
and superior performance Page 1 The Role of Business Process Capabilities and Market-Based …

The customer equity (CE) concept has been successfully applied to relationship businesses
such as banking, insurance, and telecommunications. This paper takes the CE framework to …

This dissertation aims to expanding the customer equity (CE) framework to the product-
marketing (PM) domain. While the CE concept guides managers to build strong and …

In information technology era, databases are known as one of the most valuable resources
for organizations, especially used in DATABASE MARKETING. CUSTOMER EQUITY is a …

This study examines the short-and long-term effects of measuring purchase intentions in the
context of repeated purchases. Using longitudinal data from a pre-post field experiment, we …