Synopses & Reviews
Editors Kumar and Shah present students, academics, researchers, andprofessionals working in a wide variety of contexts with a collection of academic articles and scholarly research that togetherprovides a comprehensive guide to the concept of consumer equity and its application in a variety of contexts. The editors have organizedthe twenty-one contributions that make up the main body of their text in five parts devoted to understanding and measuring customerequity, identifying key drivers to augment customer equity, applying the customer equity concept to enhance firm performance, strategicmanagement of customer equity, and implementing customer equity in firms. V. Kumar and Denish Shar are faculty members of Georgia State University.Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)
Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.