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A Suite of Metrics to Understand Return on Investments in Customers.

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Title: A Suite of Metrics to Understand Return on Investments in Customers.
Authors: Bendle, Neil (AUTHOR) neil.bendle@uga.edu, Farris, Paul (AUTHOR), Venkatesan, Raj (AUTHOR), Petersen, J. Andrew (AUTHOR)
Source: Journal of Interactive Marketing. May2025, Vol. 60 Issue 2, p123-144. 22p.
Database: Business Source Ultimate
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ISSN:10949968
DOI:10.1177/10949968241252843