Handbook of Research on Customer Equity in Marketing
Show Less

Handbook of Research on Customer Equity in Marketing

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 20: Customer equity reporting*

Thorsten Wiesel and Bernd Skiera


Nowadays, managers and investors are confronted with an overload of information. This mass of information has to support managers running their company and investors making good investment decisions. Although gathering company information is very time consuming, structuring the available information in such a way that it provides value for the company may prove to be even more difficult. Numerous metrics evaluating managers’ performance tend to reflect past performance rather than future performance. As such, they provide limited guidance for long-term–oriented management and short-term–oriented management was certainly also responsible for the breakout of the financial crisis (Skiera, Bermes, and Horn, 2011).

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.