Customer Equity Management

by Roland T. Rust, Katherine N. Lemon, Das Narayandas

For Customer Relationship Management (CRM) courses at MBA and advanced undergraduate levels. Also suitable as a supplement for Marketing Strategy and Marketing Management courses. This concise new textbook by a team of award winning professors presents the concepts and analytic tools necessary to understand customer equity management. It's organized around a simple framework, the Strategic Customer Equity Management plan for developing profitable marketing strategies. Applied in its orientation, it contains a variety of practical tools including two cases on CD that use analytic software developed by the authors.

552 pages, Paperback

First published December 1, 2004

Reviews

[Fikri Zikrulloh]

i want full text