shop by

Customer Equity: Measurement, Management and Research Opportunities (Paperback)

Customer Reviews   Write a Review

Be the first to review this item and earn 25 Rakuten Super Points™

Product Overview

Customer Equity can help management: allocate marketing spending for long-term profitability, understand the connection between budgets, metrics and financial performance, provide a customer focused approach for measuring firm value, improve the productivity of CRM platforms by providing frameworks, tools and metrics Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms. The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling. Customer Equity is important reading for marketing managers, marketing researchers, scholars and students.


Publisher Now Publishers
Mfg Part# 9781601980106
SKU 204496450
Format Paperback
ISBN10 1601980108
Release Date 4/16/2007
Sold Out
Sorry, you missed the deal!
This product is currently not available.
Promotions & Offers (1)
  •  custom promo
    5% Back* Sitewide with Promo Code Rewardme *See page for details