- Item type
- Book
- Language
- English
- Publication year
- 2015
- Contributors
- ISBN
- 9781781004975
- Geographical area
- GENERAL
"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 maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide"--Provided by publisher
