Customer Acquisition Strategies: a Customer Equity Management Perspective

Peters Kay, Verhoef Peter C., Krafft Manfred

Cite as

Peters, K., Verhoef, P. C., & Krafft, M. (2015). Customer Acquisition Strategies: a Customer Equity Management Perspective. In Kumar, V., & Shah, D. (Eds.), Handbook of Research on Customer Equity in Marketing (pp. 227–264).

Details

Publication type
Research article (book contribution)

Peer reviewed
Yes

Publication status
Published

Year
2015

Book title
Handbook of Research on Customer Equity in Marketing

Editor
Kumar Vibhore, Shah Denish

Start page
227

End page
264

Language
English