Handbook of Research on Customer Equity in Marketing
Download or Read eBook Handbook of Research on Customer Equity in Marketing PDF written by V. Kumar and published by . This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle.
| Author | : V. Kumar |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2015 |
| ISBN-10 | : 1781004978 |
| ISBN-13 | : 9781781004975 |
| Rating | : 4/5 (78 Downloads) |
Book Synopsis Handbook of Research on Customer Equity in Marketing by : V. Kumar
Book excerpt: 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.
