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Comment on “On Estimating Current-customer Equity Using Company Summary Data”

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  • Fader, Peter S.
  • Hardie, Bruce G.S.

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  • Fader, Peter S. & Hardie, Bruce G.S., 2011. "Comment on “On Estimating Current-customer Equity Using Company Summary Data”," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 18-19.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:1:p:18-19
    DOI: 10.1016/j.intmar.2010.12.001
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    References listed on IDEAS

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    1. Peter S. Fader & Bruce G. S. Hardie, 2010. "Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity," Marketing Science, INFORMS, vol. 29(1), pages 85-93, 01-02.
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