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

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.