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

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

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi

This book includes a practical framework with applied cases, and award-winning research.

What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - i