Table of Contents

Handbook of Research on Customer Equity in Marketing

Handbook of Research on Customer Equity in Marketing

Research Handbooks in Business and Management series

Edited by V. Kumar and Denish Shah

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.

Contents

Edited by V. Kumar and Denish Shah

Subjects: business and management, marketing

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