Author | : V. Kumar |
Publisher | : |
Total Pages | : 0 |
Release | : 2015 |
Genre | : Customer equity |
ISBN | : 9781781004975 |
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.