Balancing Market Share Growth And Customer Profitability: Budget Allocation For Customer Acquisition And Retention
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Volume (Year): 3 (2012)
Issue (Month): 2 ()
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- Mccarthy, P.S. & Wright, G.P. & Kannan, P.K., 1990. "Estimating Brand Loyalty And Switching With An Application To The Automobile Market," Purdue University Economics Working Papers 977, Purdue University, Department of Economics.
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- Pitt, Leyland F. & Ewing, Michael T. & Berthon, Pierre, 2000. "Turning competitive advantage into customer equity," Business Horizons, Elsevier, vol. 43(5), pages 11-18.
- Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
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