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Customer Equity: Measurement, Management and Research Opportunities - Foundations and Trends (R) in Marketing (Paperback)
  • Customer Equity: Measurement, Management and Research Opportunities - Foundations and Trends (R) in Marketing (Paperback)
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Customer Equity: Measurement, Management and Research Opportunities - Foundations and Trends ® in Marketing (Paperback)

(author), (author)
£67.95
Paperback 112 Pages / Published: 30/03/2007
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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, and improve the productivity of CRM platforms by providing frameworks, tools and metrics. It 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. This is important reading for marketing managers, marketing researchers, scholars and students.

Publisher: now publishers Inc
ISBN: 9781601980106
Number of pages: 112
Weight: 170 g
Dimensions: 234 x 156 x 6 mm

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