A Comment on “On Estimating Current-Customer Equity Using Company Summary Data”

Rajkumar Venkatesan

Journal of Interactive Marketing, 2011, vol. 25, issue 1, 23-24

Abstract: 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.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:25:y:2011:i:1:p:23-24

DOI: 10.1016/j.intmar.2010.12.005

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