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Management article
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Reference no. SMR52405
Authors: V Kumar; Denish Shah
Published by: MIT Sloan School of Management
Published in: "MIT Sloan Management Review", 2011
Length: 5 pages

Abstract

A study finds that certain marketing techniques can influence a company’s stock market valuation - if the techniques increase customer lifetime value.

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Abstract

A study finds that certain marketing techniques can influence a company’s stock market valuation - if the techniques increase customer lifetime value.

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