Editorial: Lifetime values and valuing customers--Who are you kidding?

Shaw, Mark
October 2001
Journal of Targeting, Measurement & Analysis for Marketing;Oct2001, Vol. 10 Issue 2, p101
Academic Journal
Comments on customer relationship management and customer lifetime values. Comments on several strategies for developing the lifetime values of customers; Views on the efficacy of customer lifetime value analysis to show the value of the customers served.


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