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.
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Schedule a callMore From: Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation, Inc
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