Handbook of Research on Customer Equity in Marketing

ISBN-13: 9781781004975 / Angielski / Twarda / 2015 / 520 str.

V. Kumar;D. Shah

Opis

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.