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V. Kumar

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V. Kumar and Gayatri Shukla

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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.
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V. Kumar and Nita Umashankar

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Rajkumar Venkatesan, V. Kumar and Werner Reinartz

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V. Kumar, Nandini Krishnamoorthy and Gayatri Shukla

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V. Kumar, Nita Umashankar and Jee Won (Brianna) Choi