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    • Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management 

      Paul D. Berger; Ruth N. Bolton; Douglas Bowman; Elten Briggs; V. Kumar; A. Parasuraman; Creed Terry (Journal of Service Research, 2002-08-01)
      This article develops a framework for assessing how marketing actions affect customers’lifetime value to the firm. The framework is organized around four critical actions that firms must take to effectively manage the asset ...