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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- Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
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