Impact of brand equity on customer acquisition, retention and profit margin (Record no. 11368)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00891npc a2200181Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2012 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | STAHL, FLORIAN |
| 245 ## - TITLE STATEMENT | |
| Title | Impact of brand equity on customer acquisition, retention and profit margin |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2012 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 44-63 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRAND EQUITY |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING MIX |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | HEITMANN, MARK |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14466 |
| Note | M |
| Host Itemnumber | 27727 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.