"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...

""This book examines the application of present-day customer relationship management within the retail industry. It also explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships"--Provided by publisher"--