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. Contributors: L. Aksoy, E.T.Anderson, R.N. Bolton, A.
Christodoulopoulou, Y. Dong, M. Eisenbeiss, P.S. Fader, M.
Haenlein, D.M. Hanssens, B.G.S. Hardie, T.L. Keiningham, J. Kim,
T.J. Kim, G. Knox, Y.A.Komarova, M. Krafft, N. Krishnamoorthy, V.
Kumar, S. Lee, D.R. Lehmann, R.P. Leone, M. Lewis, A. Luo, M.
Nejad, S.A. Neslin, A. Pansari, K. Peters, J.A. Petersen, G.
Ramani, W. Reinartz, R.T. Rust, D.E. Sexton, D.E. Shah, G. Shukla,
B. Skiera, R. Srinivasan, S. Srinivasan, C.O. Tarasi, R.
Venkatesan, P.C. Verhoef , J. Villanueva, T. Wiesel, S. Yoo
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