Оценка клиентской базы в контрактных условиях: опасность игнорирования неоднородности

Peter S. Fader; Bruce Hardie

Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity

Authors

Peter S. Fader Wharton School of the University of Pennsylvania, USA
Bruce Hardie London Business School, UK

Abstract

This article is a translation from Marketing Science 29 (1): 85–93.

Keywords:

ценность/стоимость жизненного цикла клиента, смещенная бета-геометрическая модель, эластичность удержания клиента

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Российский журнал менеджмента Т. 9, №3, 2011

Published

2011-09-30

How to Cite

Fader, P. S., & Hardie, B. (2011). Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity. Russian Management Journal, 9(3), 111–126. Retrieved from https://rjm.spbu.ru/article/view/326

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Issue

Vol. 9 No. 3 (2011)

Section

Modern Classics: Customer Lifetime Value

License

Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.