Handbook of research on customer equity in marketing

edited by V. Kumar, Ph.D. (Lenny distinguished chair and regents professor of marketing) and Denish Shah, Ph.D. (assistant professor of marketing and assistant director, J. Mack Robinson College of Business, Georgia State University, US)

pt. 1. Understanding and measuring customer equity -- pt. 2. Identifying key drivers to augment customer equity -- pt. 3. Applying the customer equity concept to enhance firm performance -- pt. 4. Strategic management of customer equity -- pt. 5. Implementing customer equity in firms.

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Year of publication:	2015
Other Persons:	Kumar, V. (ed.) ; Shah, Denish (ed.) ; Mack Robinson, J. (ed.)
Publisher:	Cheltenham. U.K : Edward Elgar Publishing
Subject:	Kundenwert \| Customer value \| Messung \| Measurement \| Strategisches Management \| Strategic management \| Unternehmenserfolg \| Firm performance
Description of contents:	Table of Contents [gbv.de]

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Extent:	1 Online-Ressource (x, 505 pages)
Series:	Elgar original reference Edward Elgar E-Book Archive
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Sammelwerk ; Collection of articles of several authors
Language:	English
ISBN:	978-1-78100-498-2 ; 978-1-78100-497-5
Other identifiers:	10.4337/9781781004982 [DOI]
Classification:	Marketing ; Unternehmensführung
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011851942