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Customer Equity: Measurement, Management and Research Opportunities by Dominique M. Hanssens, Julian Villanueva (Paperback, 2007)

About this product

About this product

Product Information

Customer Equity can help management allocate marketing spending for long-term profitability, understand the connection between budgets, metrics and financial performance, provide a customer focused approach for measuring firm value, and improve the productivity of CRM platforms by providing frameworks, tools and metrics. It reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms. The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling. This is important reading for marketing managers, marketing researchers, scholars and students.

Product Identifiers

Publisher
Now Publishers Inc
ISBN-13
9781601980106
eBay Product ID (ePID)
106240799

Product Key Features

Book Title
Customer Equity: Measurement, Management and Research Opportunities
Author
Dominique M. Hanssens, Julian Villanueva
Format
Paperback
Language
English
Topic
Marketing
Publication Year
2007
Type
Textbook
Number of Pages
112 Pages

Dimensions

Item Height
234mm
Item Width
156mm
Item Weight
170g

Additional Product Features

Title_Author
Dominique M. Hanssens, Julian Villanueva
Series Title
Foundations and Trends (R) in Marketing
Country/Region of Manufacture
United States

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