Jennifer Ames Stuart

Novartis International

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Basel, CH-4002

Switzerland

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Valuing Customers

Journal of Marketing Research, pp. 7-18, February 2004, HBS Marketing Research Paper No. 03-08
Number of pages: 13 Posted: 13 Nov 2003 Last Revised: 27 Jul 2011
Sunil Gupta, Donald R. Lehmann and Jennifer Ames Stuart
Harvard Business School, Columbia Business School - Marketing and Novartis International
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Citation 48

Abstract:

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Customer lifetime value, valuation, forecasting