Handbook of Research on Customer Equity in Marketing
| Author | : V. Kumar |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 521 |
| Release | : 2015-01-30 |
| ISBN-10 | : 9781781004982 |
| ISBN-13 | : 1781004986 |
| Rating | : 4/5 (82 Downloads) |
Book Synopsis Handbook of Research on Customer Equity in Marketing by : V. Kumar
Download or read book Handbook of Research on Customer Equity in Marketing written by V. Kumar and published by Edward Elgar Publishing. This book was released on 2015-01-30 with total page 521 pages. Available in PDF, EPUB and Kindle. 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 maximizin