Handbook of Research on Customer Equity in Marketing

Handbook of Research on Customer Equity in Marketing
Author :
Publisher : Edward Elgar Publishing
Total Pages : 521
Release :
ISBN-10 : 9781781004982
ISBN-13 : 1781004986
Rating : 4/5 (986 Downloads)
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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


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