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Handbook of Research on Customer Equity in Marketing. マーケティングにおける カスタマー・エクイティ研究ハンドブック
・ISBN 978-1-78100-497-5 hard GB£ 201.00
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| 著者・編者 | Kumar, V. / Shah, Denish (eds.), |
|---|---|
| 出版社 | (E. Elgar, UK) |
| 出版年月 | 2015 |
| ページ数 | 505 pp. |
| 言語 | ENG |
| ニュース番号 | ＜1 617-771＞ |
解説
Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future.
Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students.
Contributors: L. Aksoy, E.T.Anderson, R.N. Bolton, A. Christodoulopoulou, Y. Dong, M. Eisenbeiss, P.S. Fader, M. Haenlein, D.M. Hanssens, B.G.S. Hardie, T.L. Keiningham, J. Kim, T.J. Kim, G. Knox, Y.A.Komarova, M. Krafft, N. Krishnamoorthy, V. Kumar, S. Lee, D.R. Lehmann, R.P. Leone, M. Lewis, A. Luo, M. Nejad, S.A. Neslin, A. Pansari, K. Peters, J.A. Petersen, G. Ramani, W. Reinartz, R.T. Rust, D.E. Sexton, D.E. Shah, G. Shukla, B. Skiera, R. Srinivasan, S. Srinivasan, C.O. Tarasi, R. Venkatesan, P.C. Verhoef , J. Villanueva, T. Wiesel, S. Yoo