Handbook of Research on Customer Equity in Marketing (Elgar Original Reference) (Research Handbooks in Business and Management)
By Unknown Author.
Description
'This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.'- George Day, University of Pennsylvania, US'An exceptionally comprehensive and superbly scholarly volume on the emerging research on customer equity. It is a rare co...
ISBN(s)
1781004978, 9781781004975
