Can Customers Be Differentiated By Their Targeted Benefits? Drawing A Customer Portrait Based On Empirical Research On Customer Engagement Behaviors And Benefits.
- Publication Type
- Contribution to conference
- Authors
- Braun, C., Batt, V., Popp, M., Hadwich, K. & Bruhn, M.
- Year of publication
- 2016
- Conference name
- The 2016 Winter Marketing Academic Conference (Winter AMA)
- Conference location
- Las Vegas, USA