ISBN:
9781781004982
Language:
English
Pages:
1 Online-Ressource (x, 505 pages)
Series Statement:
Elgar original reference
Series Statement:
Edward Elgar E-Book Archive
Parallel Title:
Erscheint auch als Handbook of research on customer equity in marketing
DDC:
658.8343
Keywords:
Kundenwert
;
Messung
;
Strategisches Management
;
Unternehmenserfolg
;
Customer equity Research
;
Methodology
;
Electronic books
Abstract:
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.
Abstract:
'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 collection of world class scholars who have contributed to this Handbook.'--Jagdish N. Sheth, Emory University, US. Customer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool. Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future. Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students
DOI:
10.4337/9781781004982
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
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