Handbook of Research on Customer Equity in Marketing
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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.
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Chapter 21: The future of customer equity

V. Kumar and Gayatri Shukla


As seen in the previous chapters, customer equity (CE) brings acquisition, retention, and customer lifetime value (CLV) together under the same umbrella. While the definition and concept of customer equity more or less have common consensus, there is scope for fine-tuning and standardizing the measurement, implementing optimization strategies, and evolving the concept of CE in the era of big data, globalization, and the technologically charged times of the future, which will involve not only multiple marketing channels, but also a plethora of devices and platforms of access. This chapter sheds light upon the road ahead for the metric and management of CE, and the contextual relevance of the concept in the future to firms that are interested in maximizing the value their customers bring to the firm.

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