Expanding the Role of Marketing: From Customer Equity to Market Capitalization – MSI

Working Paper

Expanding the Role of Marketing: From Customer Equity to Market Capitalization

V. Kumar and Denish Shah

Jan 1, 2008

Develops a framework to link customer equity (as determined by the customer lifetime value metric) to market capitalization (as determined by the stock price of the firm); tests framework with two Fortune 1000 firms. MSI Best Paper Award Winner

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