Handbook of Research on Customer Equity in Marketing
V. Kumar ยท Denish Shah
2015๋ 1์ ยท Edward Elgar Publishing
eBook
528
ํ์ด์ง
family_home
์ ์ฉ ๊ฐ๋ฅ
info
๋ฌด๋ฃ ์ํ
eBook ์ ๋ณด
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
๋น์ฆ๋์ค/ํฌ์
์ ์ ์ ๋ณด
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