20 years later: Return on marketing and its currency as a tool to evaluate future strategies
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Abstract
To contribute with an analysis of the potential of the seminal article “Return on Marketing: Using Customer Assets to Focus Strategies” on the 20th anniversary of its publication and provide guidance on its refinement and management to measure customer lifetime value and firm performance in today's highly competitive and increasingly complex environment. Through an essay based on a systematic review of the literature with bibliometric techniques in Web of Science and Scopus, from 2004 to date, its results propose improvement opportunities for the current challenges of this performance evaluation from the prism of the Marketing Science Institute for 2024.
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Horizontes Empresariales se distribuye bajo licencia Creative Commons Atribución 4.0 Internacional (CC BY 4.0).
References
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