Handbook of Research on Customer Equity in Marketing

Zusammenfassung Customer equity has emerged as the most important metric to manage firm performance and value. Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity.

Product details

• Authors: V. Kumar, V. Shah Kumar, Denish Shah
• Assisted by: V. Kumar (Editor), Denish Shah (Editor)
• Publisher: Elgar, Edward
• Languages: English
• Product format: Hardback
• Released: 30.01.2015
• EAN: 9781781004975
• ISBN: 978-1-78100-497-5
• No. of pages: 520
• Series: Research Handbooks in Business and Management Series
• Subject: Social sciences, law, business > Business > Advertising, marketing