Customer Metrics and Their Impact on Financial Performance
نویسندگان
چکیده
منابع مشابه
Customer Metrics and Their Impact on Financial Performance
T need to understand the relationships among customer metrics and profitability has never been more critical. These relationships are pivotal to tracking and justifying firms’ marketing expenditures, which have come under increasing pressure. The objective of this paper is to integrate existing knowledge and research about the impact of customer metrics on firms’ financial performance. We inves...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2006
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1060.0221