CUSTOMER LIFETIME VALUE, CUSTOMER PROFITABILITY AND THE TREATMENT OF ACQUISITION SPENDING
Abstract
Schultz addressed null importance of good definitions null an editorial calling on marketing academics and practitioners to define direct marketing. If we don't [establish precise definitions], I fear we will find that what you are talking about when you say direct marketing may have absolutely no relationship to what I consider direct marketing. And, for an academic discipline, that is null null of all possible worlds (1995: 9). Whereas null...
Paper Details
Title
CUSTOMER LIFETIME VALUE, CUSTOMER PROFITABILITY AND THE TREATMENT OF ACQUISITION SPENDING
Published Date
Mar 22, 2005
Journal
Volume
17
Issue
1
Pages
0 - 0
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