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Keywords: Customer equity methods/models
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (5): 611–625.
Published: 07 August 2017
... equity Customer equity methods/models However, it is difficult to establish a precise value for this metric (Gupta and Lehmann, 2003 ; Kumar and George, 2007). CE can be estimated using a variety of approaches (top-down vs bottom-up, stochastic vs deterministic) and models/methods (RFM...
