| 000 | 00891npc a2200181Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2012 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aSTAHL, FLORIAN | ||
| 245 | _aImpact of brand equity on customer acquisition, retention and profit margin | ||
| 260 | _c2012 | ||
| 300 | _a44-63 | ||
| 520 | _aThe 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 | _aBRAND EQUITY | ||
| 653 | _aMARKETING MIX | ||
| 700 | _aHEITMANN, MARK | ||
| 773 |
_oP14466 _nM _927727 _011181 _tJOURNAL OF MARKETING |
||
| 942 |
_2ddc _cARTCL |
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| 999 |
_c11368 _d11368 |
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