Marketing when customer equity matters: Wachovia has a long-term goal to build customer equity and short-term decisions to make on how to allocate marketing resources. Until recently, it had no way to connect the two - Universidad de San Buenaventura

Título Artículo	Marketing when customer equity matters : Wachovia has a long-term goal to build customer equity and short-term decisions to make on how to allocate marketing resources. Until recently, it had no way to connect the twoArtículo de Revista
Parte de	Harvard business review Vol. 86 No. 05 : tomorrow's leaders Pagina(s) 117
Autor(es)	Hanssens, Dominique M. (Autor) Finkbeiner, Carl (Autor) Thorpe, Daniel (Autor)
Publicación	Harvard Business School, Mayo 2008
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