Edward Elgar Publishing Handbook of Research on Customer Equity in Marketing

Customer equity has emerged as the most important metric for managing firm performance and shareholder value. This comprehensive handbook explores the tactical and strategic issues related to understanding, measuring, managing and implementing customer equity across organisations. Customer equity represents the total combined lifetime values of all customers and encompasses three key components: Value Equity, Brand Equity and Relationship Equity. By considering the future revenue potential of your customer base relative to competitors, this research handbook provides essential frameworks for determining your company's true market value. Designed for business academics, marketing professionals and strategic leaders, this volume combines multiple expert perspectives to deliver actionable insights for maximising customer lifetime value and competitive advantage.