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Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.
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Handbook of research on customer equity in marketing, V. Kumar, Denish Shah
- Langue
- Année de publication
- 2015
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- Titre
- Handbook of research on customer equity in marketing
- Langue
- Anglais
- Auteurs
- V. Kumar, Denish Shah
- Éditeur
- Edward Elgar
- Publié
- 2015
- Pages
- 520
- ISBN10
- 1781004978
- ISBN13
- 9781781004975
- Séries
- Mots clés
- Marketing et relations publiques
- Description
- Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.