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Moving from customer lifetime value to customer equity

Author

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  • Xavier Drèze
  • André Bonfrer

Abstract

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Suggested Citation

  • Xavier Drèze & André Bonfrer, 2009. "Moving from customer lifetime value to customer equity," Quantitative Marketing and Economics (QME), Springer, vol. 7(3), pages 289-320, September.
    • Handle: RePEc:kap:qmktec:v:7:y:2009:i:3:p:289-320
    DOI: 10.1007/s11129-009-9067-y
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    References listed on IDEAS

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    1. Bayón, Tomás & Gutsche, Jens & Bauer, Hans, 2002. "Customer Equity Marketing:: Touching the Intangible," European Management Journal, Elsevier, vol. 20(3), pages 213-222, June.
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    Cited by:

    1. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
    2. Song, Tae Ho & Kim, Sang Yong & Kim, Ji Yoon, 2016. "The dynamic effect of customer equity across firm growth: The case of small and medium-sized online retailers," Journal of Business Research, Elsevier, vol. 69(9), pages 3755-3764.
    3. Haenlein, Michael & Libai, Barak & Muller, Eitan, 2023. "Satiation and cross promotion: Selling and swapping users in mobile games," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 342-361.
    4. Andrés Musalem & Yogesh V. Joshi, 2009. "—How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach," Marketing Science, INFORMS, vol. 28(3), pages 555-565, 05-06.
    5. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 0. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-26.
    6. Oyner, Olga K. & Sukhorukove, Olga, 2013. "Using CLV concept for marketing budgets allocation," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(2), pages 91-106.
    7. Il-Horn Hann & Kai-Lung Hui & Sang-Yong T. Lee & Ivan P. L. Png, 2008. "Consumer Privacy and Marketing Avoidance: A Static Model," Management Science, INFORMS, vol. 54(6), pages 1094-1103, June.

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    More about this item

    Keywords

    Customer equity; Database marketing; Customer lifetime value; Internet marketing; Direct marketing; Customer acquisition; Customer retention; Customer relationship management; M31; C51; Q20;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • Q20 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - General

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