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Return on Marketing: Using Customer Equity to Focus Marketing Strategy
The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the changeExpand
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Measuring Marketing Productivity: Current Knowledge and Future Directions
For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’Expand
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Reliability Measures for Qualitative Data: Theory and Implications
Data based on qualitative judgments are prevalent in both academic research in marketing and applied marketing research. Reliability measurement of qualitative data is important to determine theExpand
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Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services
There is widespread belief that firms should pursue superiority in both customer satisfaction and productivity. However, there is reason to believe these two goals are not always compatible. If aExpand
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Customer satisfaction, customer retention, and market share
Abstract We provide a mathematical framework for assessing the value of customer satisfaction. The framework enables managers to determine which customer satisfaction elements have the greatestExpand
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Return on Quality (ROQ): Making Service Quality Financially Accountable
Many companies have been disappointed by a lack of results from their quality efforts. The financial benefits of quality, which had been assumed as a matter of faith in the “religion of quality,” areExpand
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Willingness-to-Pay for Crime Control Programs
This paper reports on a new methodology to estimate the "cost of crime." We adapt the contingent valuation method used in the environmental economics literature to estimate the public'sExpand
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Agent-Based Modeling in Marketing: Guidelines for Rigor
We address this need by proposing a set of guidelines for the rigorous development and analysis of agent-based modeling. Expand
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The Path to Customer Centricity
The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centricExpand
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