Edward Elgar Handbook of Research on Customer Equity in Marketing - Image 1

£123.28

Edward Elgar Publishing Edward Elgar Handbook of Research on Customer Equity in Marketing

Name: Edward Elgar Handbook of Research on Customer Equity in Marketing
Brand: Edward Elgar Publishing
Price: 121.5 GBP
Availability: InStock

Economics

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Description

Customer equity has become a primary metric for managing firm performance and long-term value. This comprehensive volume from the Research Handbooks in Business and Management series provides an in-depth look at the tactical and strategic elements of this essential business tool. By focusing on the total combined customer lifetime values of a company's entire customer base, this handbook explains how to understand, measure, and manage value effectively. It breaks down the core components of customer equity, including Value Equity, Brand Equity, and Relationship Equity. This research resource helps professionals see the true value of a company by evaluating future revenue from the customer base in comparison to competitors. It is an essential text for those looking to implement advanced marketing management strategies based on proven research perspectives.

Key Features

Explores the core components of customer equity including Value Equity, Brand Equity, and Relationship Equity to help manage firm performance.

Provides a strategic framework for understanding and measuring the total combined customer lifetime values of a company's entire customer base.

Offers guidance on the tactical and strategic implementation of customer equity tools to drive long-term business value.

Assists in determining true company value by analyzing future revenue potential relative to other companies in the market.

Part of the respected Research Handbooks in Business and Management series from Edward Elgar Publishing.

Product Specifications

Brand: Edward Elgar Publishing
Format: hardcover
ASIN: 1781004978
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 30 January 2015
Listed Since: 20 October 2014

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Edward Elgar Publishing Edward Elgar Handbook of Research on Customer Equity in Marketing

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