CUSTOMER LIFETIME VALUE, CUSTOMER PROFITABILITY AND THE TREATMENT OF ACQUISITION SPENDING

Volume: 17, Issue: 1, Pages: 0 - 0
Published: Mar 22, 2005
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
Volume
17
Issue
1
Pages
0 - 0
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