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Research papers

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh
November 1, 1996
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Citation

Hoekstra and Huizingh (1996a, November 01). The lifetime value concept . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-lifetime-value-concept-


Research papers

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang
Company: Ogilvy
November 1, 1996
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Citation

Molenaar, Plat, Hoekstra and Leeflang (1996a, November 01). Information technology . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/information-technology-