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

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

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi

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

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeh