What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - i

One of the most important new concepts in marketing is customer equity—here’s the essential information you need to create and manage it! This book presents

This book includes a practical framework with applied cases, and award-winning research.

Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a co