| Description |
xxii, 552 pages : illustrations ; 24 cm + 1 CD ROM |
| Contents |
Pt. I. Tools for understanding and analyzing customer equity Ch. 1. Introduction to customer equity management strategy -- Ch. 2. The customer equity approach and the customer management plan -- Ch. 3. Customer equity analysis -- Ch. 4. Measuring customer equity -- Pt. II. Developing strategies for customer equity management -- Ch. 5. Customer selection -- Ch. 6. Building and managing brand equity -- Ch. 7. Building and managing value equity -- Ch. 8. Managing relationship equity -- Ch. 9. Managing customer relationships using multiple touch points in multi-channel settings -- Pt. III. Measuring, monitoring, and evaluating customer equity management strategy -- Ch. 10. Strategic implementation: investing for maximum impact -- Ch. 11. Managing customer profitability in industrial markets -- Ch. 12. The role of CRM technologies in customer management -- Ch. 13. How customer management is changing marketing |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Customer equity -- Management.
|
| Author |
Lemon, Katherine N. (Katherine Newell)
|
|
Narayandas, Das.
|
| LC no. |
2004057256 |
| ISBN |
0131419293 |
|
