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,   ·improve the productivity of CRM platforms by providing frameworks, tools and metrics     Customer Equity 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.     Customer Equity is important reading for marketing managers, marketing researchers, scholars and students.

Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing) PDF

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