Handbook of Research on Customer Equity in Marketing

V. Kumar · Denish Shah

Ene 2015 · Edward Elgar Publishing

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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 maximizin

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Edited by V Kumar, Ph.D. Lenny Distinguished Chair and Regents Professor of Marketing and Denish Shah, Ph.D. Assistant Professor of Marketing and Assistant Director, J. Mack Robinson College of Business, Georgia State University, US