Schmitt P Skiera B and Van Den Bulte C 2011 Referral programs and customer

Schmitt p skiera b and van den bulte c 2011 referral

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Schmitt, P., Skiera, B. and Van Den Bulte, C. (2011), “Referral programs and customer value”, Journal of Marketing , Vol. 75 No. 1, pp. 46-59. Schulze, C., Skiera, B. and Wiesel, T. (2012), “Linking customer and financial metrics to shareholder value: the leverage effect in customer-based valuation”, Journal of Marketing , Vol. 76, March, pp. 17-32. Scott, D.M. (2011), The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly , Wiley, Hoboken, NJ. Shiv, B., Bechara, A., Levin, I., Alba, J., Bettman, J., Dube, L., Isen, A., Mellers, B., Smidts, A., Grant, S. and Mcgraw, A. (2005), “Decision neuroscience”, Marketing Letters , Vol. 16 No. 3, pp. 375-386. Skiera, B. and Abou Nabout, N. (2012), “PROSAD: a bidding decision support system for profitable search engine marketing”, Marketing Science , September. Stein, G. (2012), “Using data to drive interactive experiences”, ClickZ.com, available at: www. clickz.com/clickz/column/2194713/using-data-to-drive-interactive-experiences (accessed 27 July 2012). Data-driven services marketing 349
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