SMEAL WIKI

Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence

V. Kumar, J. Andrew Petersen
Year2005
VenueJournal of the Academy of Marketing Science
Typearticle
Citations138
DOI10.1177/0092070305275857
OpenAlexW2108306214

Topics

Customer churn and segmentationMarketingBusinessMarketing strategyCustomer lifetime valueRelationship marketing