Customer Equity: Measurement, Management and Research Opportunities

"Customer Equity reviews current model's 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."--BOOK JACKET.Villanueva, Julian is the author of 'Customer Equity: Measurement, Management and Research Opportunities', published 2007 under ISBN 9781601980106 and ISBN 1601980108.