| 제02장 관계 마케팅 및 고객가치의 개념 | |||||
| 작성자 | 관리자 | 작성일 | 2024-08-05 | 조회수 | 26 |
|---|---|---|---|---|---|
|
1. Lecture Notes 2. Readings: (01) Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction- profit chain. Journal of Service Research, 3(2), 107. (02) Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004, February). Valuing customers. Journal of Marketing Research, 41, 7–18. (03) Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139–155. (04) Kumar, V., Venkatesan, R., Bohling, T., & Beckmann, D. (2008). The power of CLV: Managing customer lifetime value at IBM. Marketing Science, 27(4), 585–599. (05) Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–85. |
|||||
-
이전글
- 제01장 전략적 고객관계관리
-
다음글
- 제03장 전략적 CRM