Customer equity and market value: Two methods, same results?☆
Abstract
null null Although researchers have developed a variety of methods to model customer equity (CE), producing simple and robust models is a difficult task. Often, researchers have to compromise simplicity in favor of robustness or completeness. This paper empirically investigates two CE-based methods to compute proxies for market value. The models differ substantially in terms of complexity and the type of information they use, but their result is...
Paper Details
Title
Customer equity and market value: Two methods, same results?☆
Published Date
Dec 1, 2012
Journal
Volume
65
Issue
12
Pages
1752 - 1758
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