In this article I explore firm and market conditions that are especially relevant for the modifications to customer equity measurement proposed by Pfeifer [Pfeifer, Phillip, “On Estimating Current-Customer Equity Using Company Summary Data,” Journal of Interactive Marketing, 2011]. I assess the implications of the proposed framework for financial markets and individual firms.
Get full access to this article
View all access options for this article.
References
1.
Pfeifer, Phillip (2011), “On Estimating Current-Customer Equity Using Company Summary data”, Journal of Interactive Marketing (this issue).
2.
ReinartzWerner J.VenkatesanRajkumarDecision Models for Customer Relationship Management (CRM)Handbook of Marketing Decision Models, Berend Wierenga International Series in Operations Research & Management Sciencevol. 121, Part IV2008291–326
