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

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  • Venkatesan, Rajkumar

Abstract

In this article I explore firm and market conditions that are especially relevant for the modifications to customer equity measurement proposed by Pfeifer [Pfeifer, Phillip, “On Estimating Current-Customer Equity Using Company Summary Data,” Journal of Interactive Marketing, 2011]. I assess the implications of the proposed framework for financial markets and individual firms.

Suggested Citation

  • Venkatesan, Rajkumar, 2011. "A Comment on “On Estimating Current-Customer Equity Using Company Summary Data”," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 23-24.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:1:p:23-24
    DOI: 10.1016/j.intmar.2010.12.005
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    References listed on IDEAS

    as
    1. Pfeifer, Phillip E., 2011. "On Estimating Current-Customer Equity Using Company Summary Data," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 1-14.
    2. Werner J. Reinartz & Rajkumar Venkatesan, 2008. "Decision Models for Customer Relationship Management (CRM)," International Series in Operations Research & Management Science, in: Berend Wierenga (ed.), Handbook of Marketing Decision Models, chapter 0, pages 291-326, Springer.
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