Handbook of Research on Customer Equity in Marketing
V. Kumar · Denish Shah
Jan 2015 · Edward Elgar Publishing
Ebook
528
Pages
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About this ebook
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
Business & investing
About the author
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
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