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The Customer Asset: Understanding and Managing Its Value

by Neil Bendle , Shane Wang
Save 35% Save 35%
Current price ₹2,938.00
Original price ₹4,519.00
Original price ₹4,519.00
Original price ₹4,519.00
(-35%)
₹2,938.00
Current price ₹2,938.00

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Book cover type: Paperback
  • ISBN13: 9783031474231
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave MacMillan
  • Publication Date:
  • Pages: 164
  • Original Price: EUR 39.99
  • Language: English
  • Edition: N/A
  • Item Weight: 207 grams
  • BISAC Subject(s): Marketing / General


Neil Bendle is Associate Professor of Marketing in the Terry College of Business at the University of Georgia, USA. He is a fellow of the Association of Chartered Certified Accountants and a director of the Marketing Accountability Standards Board (MASB).

Shane Wang is Professor of Marketing at Virginia Tech Univiersity, USA. His research focuses on artificial intelligence and machine learning techniques with applications in business and social media analytics, firm strategy and management.


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