TY  - GEN
AU  - STAHL, FLORIAN
AU  - HEITMANN, MARK
TI  - Impact of brand equity on customer acquisition, retention and profit margin
PY  - 2012///
KW  - BRAND EQUITY
KW  - MARKETING MIX
N2  - 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
ER  -