Ruth N. Bolton

Arizona State University (ASU) - Marketing Department

Tempe, AZ 85287-4106

United States

  • Arizona State University (ASU) - Marketing Department

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The Theoretical Underpinnings of Customer Asset Management

Number of pages: 61 Posted: 17 Feb 2003
Ruth N. Bolton, Katherine N. Lemon and Peter C. Verhoef
Arizona State University (ASU) - Marketing Department, Boston College - Department of Marketing and University of Groningen - Department of Marketing & Marketing Research
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Abstract:

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customer asset management, customer equity, customer behavior, customer retention, cross-buying