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From customer data to value: What is lacking in the information chain?

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
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2006Real-Time Business Intelligence: Best Practices at Continental Airlines167 cited
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2000Improving the external validity of marketing models:53 cited
2000Marketing data, models and decisions43 cited

Cited by

2007A Contingency Approach To Data Governance.45 cited

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