Impact of brand equity on customer acquisition, retention and profit margin
STAHL, FLORIAN
Impact of brand equity on customer acquisition, retention and profit margin - 2012 - 44-63
The author investigate the relationships between brand equity and customer acquisition, retention and profit margin, the key components of customer lifeline value(CLV). They examine a unique database from the US autimobile market that combines tenyears of acqusition rate, retention rate and customer profitability data with measures of brand equity from brand asset valuator over the same period.
BRAND EQUITY MARKETING MIX
658.827
Impact of brand equity on customer acquisition, retention and profit margin - 2012 - 44-63
The author investigate the relationships between brand equity and customer acquisition, retention and profit margin, the key components of customer lifeline value(CLV). They examine a unique database from the US autimobile market that combines tenyears of acqusition rate, retention rate and customer profitability data with measures of brand equity from brand asset valuator over the same period.
BRAND EQUITY MARKETING MIX
658.827