Handbook of research on customer equity in marketing

Autor*innen

• V. Kumar
• Denish Shah

Parameter

• Marketing & PR

Mehr zum Buch

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.

• Sprache: Englisch
• Erscheinungsdatum: 2015